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Paul Sidharta joins ADNA's Indonesia creative agency NADA

Paul Sidharta joins ADNA's Indonesia creative agency NADA

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Paul Sidharta has joined ADNA's creative agency in Indonesia, NADA, as ECD. Partnering GM Bellamia Augustina, Sidharta (pictured) will lead and propel the data-powered creative agency as it continues its growth trajectory in Indonesia.

Starting at Lintas in the late 1990s, he moved to InterAdmark Dentsu, Leo Burnett Kreasindo, and Avicom. In 2005 he started managing Unilever's regional Sunsilk portfolio at JWT, then relocated to the JWT Unilever RHQ in Singapore to run the global LUX portfolio, covering India, China, USA, and Brazil, among others. Sidharta returned to Jakarta in 2018 to join TCP\TBWA and in early 2020 he launched the successful creative boutique, &friends. Sidharta returned from a stint in LA to join NADA.

Agustina said Sidharta's energy and work ethos fit perfectly with her pursuit to push the creative envelope. "I'm excited to work with him. He has a great reputation for impactful and powerful creative work and clients love him," she added.

Meanwhile, Sidharta said: "Nada is a Sanskrit word meaning ‘sound’ or ‘tone’ and ‘universal pulse of life’ or ‘flowing stream of consciousness’. I fell in love with the potential of creating impactful advertising, just like a musician or band making a hit song. I can't wait to do unique and excellent work with Agustina, Gary Tranter, Matt Cullen and the team in an engaging creative environment that nurtures and encourages innovative and long-lasting impact in every campaign."

ADNA expanded into Indonesia last May and Tranter, who is the agency's CCO, said Indonesia has always been a market of great creativity and possibility. "Our unique offer, driven by first-party data and some of the best creatives in the market will mean that we develop work that cuts through for our incoming clients as well as experiences that resonate for their customers," he told MARKETING-INTERACTIVE previously.

Meanwhile, global COO David Mayo said then that there are plenty of opportunities in Indonesia and it is eyeing clients in the skincare, pharmaceuticals, finance, and tobacco industries. ADNA considers anybody that supplies first-party quant data its biggest competitor, he said.

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ADNA takes on Indonesia market with GM Bellamia Agustina at helm

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