Meet the CEOs: Link Group's Irsan Yapto

Founded in 2014 by Irsan Yapto (pictured) and his wife Nadya, Link Group has grown from a pioneer in built-in marketing into Indonesia’s multinational agency network. Through its flagship Adlink, the group has delivered large-scale brand integrations for FMCG leaders such as Garudafood, Nutrifood, and Mayora, while forging partnerships with global players including iQIYI in China, SM Entertainment in South Korea, and NBC Universal in the US.

Today, the Jakarta-headquartered group operates seven specialised business units across advertising, media strategy, product integration, IP, and brand communications. Guided by its “Built to build” ethos, Link Group is extending its footprint to Vietnam and China, with Yapto steering its evolution into Southeast Asia’s next-generation content and brand platform.

MARKETING-INTERACTIVE: What was your first job?

I started out selling CCTV in my family business. It was not glamorous, but it gave me an early understanding of what it takes to sell and keep a business running. During college, I also worked as a graphic designer at an oil company. 

Both experiences taught me discipline, responsibility, and that every role in a business contributes to results. Those lessons still guide me today.

MARKETING-INTERACTIVE: What was your first role in advertising?

I began by building Adlink with my wife and partner, Nadya, who is both co-founder and CMO. We focused on brand integration and built-in marketing, which at the time was still a new approach in Indonesia. We proved it could scale and deliver results, and that model became the foundation for Link Group. 

It continues to shape how we think about the business. 

MARKETING-INTERACTIVE: What was your first impression of advertising?

It was never just a job for me, it was survival. Times were tough, and there was no option but to make it work. 

I noticed how advertising could sometimes look impressive but feel disconnected from real audiences. That is why I have always pushed for work that lives inside culture and content, where the impact is real and measurable.

MARKETING-INTERACTIVE: Who was the mentor who influenced you the most, and how?

I continue to learn a great deal from the clients and business owners we work with. The long-term partnerships we have built are a constant reminder of what matters in business: clarity, consistency, and keeping promises.

Separately, I have also been shaped by working alongside partners such as Apink Widyasmoko, Paul Sidharta, and Iwet Ramadhan. 

Each of them brings a different perspective, and together they have reinforced the importance of collaboration and vision in building something that lasts.

MARKETING-INTERACTIVE: What’s the harshest criticism you’ve received, and how did you cope with it?

We were often underestimated as a local player. Some assumed we could not compete at scale or have the bandwidth to play regionally or globally. That criticism pushed us to focus even harder, raise our standards, and prove through results that an Indonesian-born company could expand across Southeast Asia and work with international partners. 

Over time, the results showed that we were capable of delivering at that level.

MARKETING-INTERACTIVE: Describe your own management style now as a leader

I am results-oriented. My leadership is guided by the “Built to build” manifesto, which means setting clear direction, ensuring people know what success looks like, and empowering them to own the outcomes. My late father used to say, “There is no such thing as cannot, only will not.” 

That mindset has guided me throughout my career and reinforces the discipline behind how we lead and grow the business.

MARKETING-INTERACTIVE: What’s one thing you wished employees understood about being a leader?

Leadership is more responsibility than authority. You carry the results, the risks, and the people. It is not about perks or titles, it is about accountability. Often the difficult and unpopular choices matter more than the easy ones. 

A leader has to think about the entire ship and where it is going.

MARKETING-INTERACTIVE: What do you do during your free time?

I keep things simple. I play bass, go to the gym every morning, spend time with my family, and occasionally play games. These routines keep me grounded and consistent, which helps me stay focused on the business.

MARKETING-INTERACTIVE: Where do you find your inspiration?

Inspiration comes from staying close to people and markets. Conversations with clients, visits to stores, research, or even casual interactions can spark ideas. 

Indonesia itself is full of everyday stories and behaviours that, if you pay attention, can turn into opportunities.

MARKETING-INTERACTIVE: If not in advertising, where would you be?

I would probably be in finance or investing. Numbers have always been my forte and I enjoy analysing models and opportunities. At the same time, creativity is something that drives me and pushes me to think beyond the spreadsheets. The combination of both is what keeps me excited about building Link Group.

MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?

Start small, learn fast, and keep delivering work. Curiosity and reliability will take you further than buzzwords.

As Bruce Lee said, “Be like water.” Be adaptable, be relentless, and keep moving forward. Water may look soft, but it can carve rocks and create floods. That mindset of flexibility combined with consistency is what the industry demands.

MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2025?

The industry has become too fragmented with too many formats, which weakens effectiveness. Advertising should return to a simple purpose: delivering results for clients. With limited budgets, especially for smaller players, fragmentation makes impact harder to achieve.

Fewer, stronger options are better than endless ones. As Bruce Lee said, “I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.” 

Focus and mastery will always be more powerful than spreading resources too thin.

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