Meet the CEOs: MullenLowe Lintas Indonesia's David Setiaputra Lukas

David Setiaputra Lukas (pictured) leads MullenLowe Lintas Indonesia with a philosophy shaped by both creative risk-taking and structural discipline. For him, advertising is a “whirlwind of creative chaos” that demands not only imagination but also focus, balance, and the ability to align diverse talents toward a shared goal.

What stands out in his approach is an insistence on perspective. He sees the role of a leader as one of constant calibration, weighing the needs of clients against the realities of execution, while keeping his team's confidence and dignity intact.

MARKETING-INTERACTIVE: What was your first job?

My first job was a part-timer at Geffen Records (currently owned by the Universal Music Group) in Los Angeles, California. I was studying at the Otis College of Art and Design when my professor encouraged me to apply for the graphic designer position at Geffen. It was an exciting 1.5 years as it was my first exposure to the promotional aspects of the music industry.

MARKETING-INTERACTIVE: What was your first role in advertising?

My first role in advertising was a challenging one. As a design manager at Leo Burnett Indonesia, I was tasked with building the agency's BTL and design capabilities. At the time, the industry was focused on ATL, but clients such as Philip Morris, McDonald's, Bank Danamon, and Frisian Flag needed a new approach. I focused on developing innovative ways to communicate directly with consumers at the retail level. My efforts proved so successful that they led to the creation of Leo Design, a new business unit dedicated entirely to non-traditional advertising.

MARKETING-INTERACTIVE: What was your first impression of advertising?

My first impression of advertising was that it was a whirlwind of creative chaos. It was a world that felt incredibly energetic, dynamic, and loud.

I quickly learned that behind all the flash and movement was a process that required a high level of focus and a constant flow of new ideas.

MARKETING-INTERACTIVE: Who was the mentor who influenced you the most, and how?

My most significant mentor was the multi-award-winning graphic designer Leah Hoffmitz Milken at Otis College of Art and Design. The entire faculty, all of whom were industry professionals, provided a challenging but supportive environment with real-world projects. From Leah, I learned a core principle I apply to design and life: lasting impact is created by a strong structure and a clear, purposeful role.

MARKETING-INTERACTIVE: What’s the harshest criticism you’ve received, and how did you cope with it?

The harshest criticism I've received was from a major FMCG client who felt our team didn't fully apply ourselves to a pitch brief. It was a tough critique to hear, as I knew how hard my team had worked.

I coped by focusing on a difficult balance: I needed to listen to the client's feedback calmly and respectfully, without making excuses. At the same time, I had to protect my team's dignity and morale. I made sure to let them know I valued their hard work while also using the client's comments as a clear-eyed lesson in how we could better demonstrate our commitment and passion in the future.

MARKETING-INTERACTIVE: Describe your own management style now as a leader

My management style is a blend of strategic leadership and agile management. I start by setting a clear, overarching purpose and then ensure everyone on the team is aligned with it. I empower each department to interpret these objectives for their teams, which allows for flexibility and tailored strategies.

We maintain a focus on progress through consistent check-ins. While the direction of a project may evolve, every adjustment is made with our core purpose in mind. This approach ensures that we remain adaptable to change while staying on course to achieve our fundamental goals.

MARKETING-INTERACTIVE: What’s one thing you wished employees understood about being a leader?

It's the constant need to balance a client's demands with the company's capabilities. True leadership isn't just about problem-solving; it's about being proactive and finding smart solutions that both satisfy the client and align with our company's resources and long-term goals.

MARKETING-INTERACTIVE: What do you do during your free time?

I enjoy riding a gravel bike through villages. While the mix of paved and unpaved terrain can be challenging, beautiful scenery and local culture make it worthwhile.

MARKETING-INTERACTIVE: Where do you find your inspiration?

I find my inspiration in the quiet moments.

My day often begins before anyone else arrives at the office; that stillness allows me to focus completely and start sketching out initial ideas.

Interestingly, my drive home is also a source of inspiration. Despite the traffic, that time allows my mind to process the day's events, and I often find new ideas taking shape.

MARKETING-INTERACTIVE: If not in advertising, where would you be?

If I weren't in advertising, I would likely be a farmer in a cooler region, cultivating palm sugar. I've become fascinated with the process and the challenges involved in its production. It's a field where success depends on a deep understanding of the natural process, continuous problem-solving, and a dedication to the craft - all qualities I value and find rewarding.

MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?

For anyone starting in this industry, my advice is to first focus on developing and mastering your core talent. The advertising world thrives on a strong foundation of skills, whether that's design, writing, strategy, or client management. Once you've built that foundation, the creative passion will naturally follow and truly thrive. It's the combination of talent and passion that creates a lasting and successful career.

MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2025?

In 2025, I would like to see the industry challenge its prevailing conservative mindset by empowering a new generation of leaders. Their understanding of emerging platforms, technological advancements, and evolving consumer behaviours is crucial for fostering genuine innovation and ensuring the industry's relevance. By trusting and investing in younger talent, we can move beyond traditional approaches and recapture the bold, creative spirit that has historically defined great advertising.

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