#IWD2026: dentsu's Rachelle Raymundo on why empathy and intuition shape the strongest brands

In an industry driven by constant change, strong leadership is not only about pushing brands forward – it is also about protecting the essence that makes them meaningful to people. Across Indonesia’s agency sector, women leaders continue to play a pivotal role in shaping that balance.

For International Women’s Day 2026, MARKETING-INTERACTIVE speaks with empowering women across the industry to reflect on the experiences and values that have shaped their careers. Hear from Rachelle Raymundo (pictured), CEO, Creative at dentsu Indonesia, as she shares the lessons that have guided her journey.

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MARKETING-INTERACTIVE: Take us back to the very start – what was your first job, and what did it quietly teach you about ambition, resilience or leadership?

Raymundo: My first job was in advertising as a junior account executive, and it was as exciting as it was intimidating. I was often the most junior person in the room, quietly observing, not just the work, but how decisions were made, how pressure was handled, and how leaders showed up when things didn’t go as planned.

What it taught me early on is that ambition isn’t loud. It’s not about proving yourself at every turn. It’s about staying curious, doing the groundwork, and learning through mistakes.

Resilience meant holding steady when things got tough and learning to lean on the stronger pillars around me. And leadership, I realised, is not just about steering the boat but more about being a pillar when the storms come.

MARKETING-INTERACTIVE: Was there a defining moment in your career when you realised your voice – particularly as a woman – carried unique value in the room? What happened?

Raymundo: I’ve been fortunate to work alongside strong women leaders, so it wasn’t one defining moment but a pattern I began to recognise.

I remember a regional presentation where the client was getting frustrated, and the discussion had turned into a technical back-and-forth, where it was almost a competition of who knew more branding terminology. Then one of the women leaders gently shifted the room. She spoke about how the shape or colour of a cloud wouldn’t determine whether a mother decides to buy a product. It grounded the conversation instantly.

That moment stayed with me. It reminded me that beyond frameworks and technicalities, understanding real people, both in terms of consumer and in organisations, is what truly matters.

Early on, I thought leadership meant being the most technically capable or the most commanding voice. But I’ve learned that it’s about bringing together different strengths and perspectives to elevate the whole.

And often, what women bring – empathy, intuition, and multidimensional thinking – is exactly what makes the work stronger.

MARKETING-INTERACTIVE: Today, as an agency leader, how do you support and challenge your team to strike the right balance between pushing brands forward and protecting what makes them distinctive?

Raymundo: Our role isn’t just to make brands relevant, it’s to make them meaningfully relevant without losing their core. That balance comes down to clarity and courage.

Clarity means understanding what a brand truly stands for, beyond logos or taglines, and protecting that essence. Courage is about pushing beyond safe ideas, knowing that growth often comes with discomfort.

But innovation must always be anchored in truth, not just trends.

I used to think it was about choosing one over the other, and often, that’s what happens. But something magical happens when you hold both at the same time, when you push forward while staying grounded in what makes the brand distinctive.

MARKETING-INTERACTIVE: This year’s International Women’s Day theme, “Give to gain”, centres on mutual support. Can you share a moment when giving – or receiving – support changed the trajectory of your leadership?

Raymundo: It took me time to learn how to ask for help, and even more time to learn how to accept it.

For a long time, I believed leaders needed to have all the answers. But asking for help doesn’t weaken leadership, it strengthens it. It creates space for others to contribute, to step up, and to feel a sense of ownership. I’ve seen how simply asking a team for help can build confidence and deepen their sense of purpose.

Over time, I’ve learned that giving support isn’t just encouragement. It’s about creating real opportunities for others to grow into. And receiving support requires humility, including the willingness to not have all the answers.

For me, “Give to gain” is about that exchange, and this is where trust, belief, and shared growth must be grounded together.

MARKETING-INTERACTIVE: For women who aspire to lead in this industry, what is one mindset shift they must make early if they want to build both influence and longevity?

Raymundo: My high school history teacher taught us a simple mnemonic: dit-dir-it-dit (“do the right thing”). In moments of pressure or doubt, I still come back to that. Because WHO is right is not the same as doing WHAT is right.

Doing the right thing isn’t always easy but it’s what builds integrity, trust, and long-term credibility.

I still struggle at times, but that principle keeps me grounded. It pushes me to do more, help more, and grow, especially when it’s hard.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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