Midas Hands bolsters creative ecosystem with new head of brand strategy and planning

Midas Hands Creative Network (MHCN) has appointed Fahmi Achmed Yousuf (pictured) as head of brand strategy and planning, effective 22 September 2025.

In his new role, Yousuf leads the brand strategy and planning division, overseeing the development of integrated strategies across all communication channels - ATL, digital, and BTL. His mandate is to bridge creative excellence with strategic clarity to ensure every project aligns with the company’s broader vision and delivers measurable business outcomes.

“This is not an entirely new role,” Yousuf told MARKETING-INTERACTIVE. The position was previously held by Debora C., who managed the creative division. She is now the chief marketing and growth officer at Midas Hands. Yousuf reports directly to Debora C., as well as Midas Hands CEO Erick Harijanto.

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“The restructuring aims to create a more focused leadership for each team, allowing both divisions to sharpen their expertise and elevate performance in terms of both quality and quantity of deliverables,” Yousuf said.

Looking ahead, in addition to leading strategy and planning, his priority is to accelerate the growth of MadBox, MHCN’s newest business unit under its integrated creative ecosystem.

“MadBox focuses on ATL and digital channels, offering comprehensive services such as video commercial production, communication and branding strategy, and digital campaign execution, including social media and KOL management,” he said.

While MHCN has built a reputation in the BTL segment, the creation of MadBox marks a strategic push into ATL and digital communications - a move designed to enhance competitiveness and position the network for stronger growth.

“As a newly born entity within the group, MadBox carries strong potential, envisioned by the management to become a game-changer for our overall business growth in 2025 and beyond,” Yousuf added.

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