TBWA\ Indonesia has promoted ECD Roy Sagala to chief creative officer close to a year after he joined the agency. Sagala (pictured) told MARKETING-INTERACTIVE that creativity will always be the agency's superpower and data will be its compass to create more iconic work that elevates brands to new heights in the market.
"Compelling narratives and storytelling remains paramount, and I'll continue to use my industry experience in both strategic planning and creative, to lead the team to generate powerful ideas that answer clients' business challenges and objectives," he added. Sagala was previously ECD at Havas Worldwide Jakarta for more than five years and prior to that, ECD at Ogilvy Indonesia and Publicis Indonesia, according to his LinkedIn. He has also worked at Lowe Indonesia, Y&R and Bubu.com.
On what 2021 holds for Indonesia's ad industry, Sagala said consumer needs and behaviours are constantly changing in the ongoing pandemic, and using data to learn about customers quickly will be the key to success. He added that data-inspired creativity can escalate the ability to develop business-changing and culture-defining work.
"We also need to simplify the creative process and drive people to collaborate in a highly specialised and efficient way. This new model will rely on two important aspects: talent who are able to collaboratively generate big ideas; and trust that we have our best people in the right roles, giving them the authority to make decisions," Sagala said.