TBWA\ Group Indonesia strengthens leadership with new chief digital officer appointment

TBWA\ Group Indonesia has appointed Mahmud Omar Saladin (pictured) as chief digital officer, a newly created role aimed at accelerating the agency’s digital transformation and product innovation. His appointment took effect on 3 November 2025, reporting directly to Soum Banerjee, CEO and co-founder of TBWA\ Group Indonesia.

In his new capacity, Saladin will lead the agency’s efforts to develop AI-powered digital solutions with a focus on innovation, speed, and measurable results. He has been tasked with reshaping team structures, bringing in top-tier digital talent, and upskilling existing teams to strengthen TBWA’s offering across the region.

The immediate goal, according to the agency, is to help existing clients achieve faster and higher ROI, as TBWA\ Group Indonesia enters its 2026 planning phase. Saladin will play a pivotal role in shaping digital strategy and launching new products designed to future-proof client growth. 

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“As part of a global creative collective, we are expanding beyond content into a full 360° digital ecosystem across social, influencer, and AI-driven marketing, designed to keep brands relevant in culture and ahead of change,” said Saladin. “My role is to connect creativity with technology and transform how we help brands grow through ideas that are intelligent and deeply human.”

Welcoming the appointment, Banerjee described Saladin - known within the agency as Amu - as a crucial addition to TBWA\ Group Indonesia’s leadership. “Amu is a strong addition to the TBWA Indonesia team. His experience and insight strengthen our growth plan, and he will lead our push to build AI-driven digital solutions and launch new products that help brands deliver quantum growth in an age of uncertainty,” said Banerjee.

The move signals TBWA’s intent to deepen its integration of AI and data-driven creativity, aligning with the group’s broader ambition to deliver more adaptive and human-centric brand experiences across Southeast Asia.

Just recently, the agency appointed Nicholas Kosasih as its new chief creative officer, marking a homecoming for the creative who began his career at TBWA Jakarta. Effective 16 October 2025, Kosasih returns after serving as regional creative director at Hakuhodo Asia Pacific, succeeding Rizky Wisnu, who held the role for the past three years. Reporting to the president and board of directors, Kosasih is tasked with driving disruptive, AI-empowered creative work to deliver results.

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