MullenLowe ID names Eddy Suryadi as group business director to drive digital transformation

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MullenLowe Lintas Indonesia has appointed Eddy Suryadi (pictured) as its group business director, a newly created role that underscores the agency’s commitment to becoming a digital-first organisation.

Suryadi officially began his appointment on 8 September 2025, a move he described as “marking a pivotal moment in our agency’s digital evolution.”

“I’ll be overseeing the business for both the Unilever Indonesia and non-Unilever portfolios, with a primary focus on enhancing their effectiveness and efficiency ahead of 2026,” he told MARKETING-INTERACTIVE.

Don't miss: Sharmine Panthaky joins MullenLowe Lintas Indonesia to lead Unilever work

The remit includes reshaping its operating model to keep pace with Indonesia’s digital ecosystem, and stepping up client acquisition.

“This is about building a more dynamic and agile business model to align with Indonesia’s fast-paced digital growth and content consumption, ensuring our agency remains at the forefront of the industry,” Suryadi added.

Suryadi, who reports directly to David Lukas, CEO of MullenLowe Lintas Indonesia, emphasised that the role represents a strategic step forward for the agency. “We’re not just adapting to the future; we’re actively shaping it by accelerating business growth through creativity, data intelligence, and performance.”

He also pointed to immediate priorities for the remainder of the year: refining the agency’s digital department to strengthen its capability, driving effectiveness across the Unilever Indonesia portfolio, building a more dynamic operating model for 2026, deepening client relationships, and expanding the new-business pipeline.

Commenting on the appointment, Lukas said: “Bringing Eddy on board is a pivotal moment for us. This new role isn’t just about adapting to the future; it’s about actively implementing it. We are committed to a digital-first transformation, and Eddy’s leadership will be key to building a more dynamic agency and delivering truly impactful, data-driven solutions that drive real business growth for our clients.”

Earlier this year, MullenLowe Lintas Indonesia appointed Sharmine Panthaky as senior business director to lead Unilever’s Indonesia-driven global accounts, a role created to bridge local insight with global strategy. The agency also refreshed its C-suite to sharpen growth and agility, introducing a “triangle” structure led by newly named chief growth officer Amelia Pryana, alongside chief strategy officer Fajar “Arya” Kumbara and chief creative officer Hadiansyah “Anca” Sangadji.

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