Hakuhodo International Indonesia (HIID) has named Farhana Eldini Devi Attamimi as its new Group CEO, entrusting her with the mission of steering the organization towards a more progressive and dynamic future.
Previously serving as Director of HIID, Devi will continue her role as Institute Director at the Hakuhodo Institute of Life and Living ASEAN. Under her leadership, HIID aims to evolve into a center of creativity and innovation.
Her initial focus will be on strengthening collaboration within the HIID group, which includes Hakuhodo Jakarta, Hybrid-H, H-Three, Hakuhodo Digital, I-DAC, and H+. By implementing the Modular Organization framework, she seeks to enhance agility and adaptability across teams. “Together with Yuzuru Iguchi, Country Director for Hakuhodo Japan, I aspire to cultivate a more flexible organization that delivers the best solutions for clients, society, and the industry. Over the past 22 years, my predecessors have built a solid foundation. Now, we will take bolder steps and deepen our approach to data-driven strategies,” said Devi, who has been part of Hakuhodo since 2011.
With her expertise in Strategic Planning, Devi sees the Sei-katsu-sha Insight philosophy—Hakuhodo’s unique approach that centers on people—as a crucial asset in transforming HIID into a “Sei-katsu-sha Value Design Company.” This vision extends beyond offering effective solutions for clients, aiming to create meaningful societal impact.
Her appointment signals a shift in leadership, with HIID’s founders transitioning to commissioner roles within their respective companies while continuing to support the group. Irfan Ramli will serve as Chairman, with Ferti Wiratih and Mahendra Suyono as Co-Chairpersons.
“This industry is like a race track without a finish line. Technology, AI, and data-driven creativity continue to evolve at an extraordinary pace. Devi’s task is not just to ensure business continuity but to take HIID beyond what we ever imagined,” said Ramli. “HIID has successfully navigated various dynamics and challenges, and achieving many milestones. We see enormous potential for the accelerated growth of the group, and in the near future, we might welcome 2 to 3 new companies into our group.”
Ramli further emphasized,
“We have long invited Devi to be at the forefront of strategic decisions, learning from us, and understanding how this organization operates. We are proud to have found a leader from within our organization—someone who understands the values and culture of HIID. Though part of a global network, uniquely, we are known more as an Indonesian company with an international standard.”
Shuntaro Ito, Director & Senior Corporate Officer of Hakuhodo Inc. and President & CEO of Hakuhodo International, also expressed strong support, recognizing HIID as a key player in Indonesia and a source of inspiration for the broader Hakuhodo network.
Ito said,
“What Irfan, Ferti, and Mahendra have built over 22 years is not just a strong foundation but also a dream for something bigger. They have proven that creativity rooted in Sei-katsu-sha can lead industry change, not merely follow trends. Now, it is time to carry this legacy further with a new vision and build something that has never been done before. We believe Devi and Yuzu have the audacity and acuity to take HIID to the next level,”
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