Meet the CEOs: TBWA\​ Group Indonesia's Soum Banerjee

The journey of Soum Banerjee (pictured) into advertising did not follow the usual script. It began in technology and design before moving into agency life, giving him a rare mix of creative instinct and analytical discipline. That blend has shaped not only his work but also his philosophy of leadership. Now as CEO of TBWA\ Group Indonesia, he champions the idea that a modern agency must be as sharp with data as it is bold with ideas.

For Banerjee, leadership is about asking the uncomfortable questions, making the hard calls, and protecting the people who carry the work forward. In an industry increasingly driven by speed and volume, he is focused on steering his teams toward ideas that matter, endure, and shape culture.

MARKETING-INTERACTIVE: What was your first job?

Though I studied finance, because at the time it was seen as the safest choice, I secretly enrolled in evening courses in design, animation, and editing.  When I graduated, I chose passion over convention. I ended up with (two) first jobs: by day, a sound and visual editor at a US e-learning company in Kolkata; by night, a junior faculty member at a design institute, teaching editing and animation. The second job wasn’t about money. It was an opportunity to work on a Mac, practice for free, and sharpen my skills through teaching. That hard work set the foundation for everything I do today.

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

After a short stint in Singapore and then Jakarta, I worked at an IT company building websites, marketing materials, and eventually CRM products. But my dream was advertising, and lateral entry at my level was tough. Around 2001, the universe opened a door for me when FCB Jakarta took a bet. My first boss, Biswas, was brave enough to hire me as head of CRM. He saw the value of innovation and gave me my first real foothold in advertising. It changed everything.

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

I was mesmerised by ads as a kid, but Apple’s 1984 Super Bowl spot hypnotised me and sealed the deal. Apple, turned advertising into culture, not just commerce. It proved that a campaign could reshape how people saw the world and make them fall in love with a brand.

From that day, I knew advertising was the only business I wanted to be in. And when TBWA chose me later, it felt like destiny completing the circle.

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

I’ve had many mentors, but my greatest one has been the universe itself. Life delivers situations that are brutally complex yet full of opportunity. Failures, setbacks, and even luck all carry lessons. The universe has a way of pushing you to the edge, then offering exactly the help you need when you dare to ask. That perspective has kept me humble, curious, and resilient.

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

I don’t really frame feedback as “harsh criticism.” It is simply someone else’s perspective. Some comments can be brutal, but they only sting when I cling too tightly to my own view. I take what’s useful, discard what isn’t, and move forward. To me, criticism is just perspective versus perception.

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

I believe a leader must always be a student. If you stop learning, you risk irrelevance. I also believe you should know every corner of the business. No blind spots. I try to understand all aspects of the company, a lesson I learned from my father.

I believe in challenging my own ideas.

It is easy to fall for the endowment effect, but interrogating even your favourites keeps you sharper.

Finally, I balance creativity with numbers. Great ideas are powerful, but data keeps us honest.

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

Leadership isn’t for those who need to be liked. The hardest calls cut deep, leaving quiet scars only you carry. Mental toughness is non-negotiable. Yet the role is never about you. It is about the brilliant people you lead, the ones who push through nights and weekends because they believe their work matters. My duty is to protect them, create the right environment, and show up every morning, even on the days I don’t want to.

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

I like structure, even in leisure. Sundays are reserved for my wife and daughter, but Starbucks mornings with my daughter are sacred. Same time, same table, most of the time. We play games and discuss ideas, like selling homemade lemonade at school and why people might buy. Those conversations keep my mind playful. Outside of family time, I keep yoga and meditation as regular appointments.

MARKETING-INTERACTIVE: Where do you find your inspiration?

I find inspiration by observing and listening. It hides in plain sight: over coffee with a client, in a clunky process, or even in casual conversations.

If you are curious enough to ask “why” and “what if,” the world gives you ideas constantly.

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

Advertising was always my north star. I never wanted anything else. If life had taken me elsewhere, perhaps I would be in behavioural economics. Numbers and human behaviour fascinate me. But truthfully, nothing else pulls at me the way advertising does.

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

Ask yourself if creativity truly moves you. Is there an ad that lit a spark in you? Start there. Do your homework on the companies whose work inspires you. Treat your job as an investment of your time and passion, just as you would invest in a business. Absorb everything, every lesson, every person. Nothing you learn goes to waste. And when opportunity knocks, don’t play it safe. Make a lasting impact.

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

Quality over quantity. With so many AI tools at our fingertips, it is easier than ever to create content quickly. I love both short-form and long-form, but in this race for speed, we risk losing what makes content truly engaging. AI platforms can help with formulas, but at the end of the day, it is still a human with emotions who is watching. What lasts is not the formula, it is the feeling. That will not change.

I would love to see our industry focus on creating more work that endures, not just what trends.

Digital Marketing Asia returns to Jakarta on 15 October, bringing the hottest trends, tech, and insights to future-proof your strategies. Network with 150+ industry leaders, discover cutting-edge tools, and learn from real-world case studies – all designed to propel your brand growth. Don't miss this chance to stay ahead of the curve!

Related articles:
Meet the CEOs: OMD HK’s Florence Wong
Meet the CEOs: The Bread Digital's Eddie Ngan
Meet the CEOs: Branding Records' Jacopo Pesavento