5 Minutes with… Defri Dwipaputra
On his way to becoming the executive creative director at dentsu Creative Indonesia, Defri Dwipaputra’s journey took him through art director, marketing, and creative roles. If you ask him, this multifaceted background plays a pivotal role in his excellence within his current role.
Nowadays, Defri navigates the intricacies of brand individuality and human connections in marketing.
Cultivated through experiences with diverse brands, championing human behaviour, and crafting resonant campaigns, Defri’s dynamic approach aims to amplify brand resonance.
Speaking to LBB’s Tom Loudon, Defri recounts how he discovered his innovative side, how he learnt to foster creative collaboration, and his aspirations to inspire young professionals in the vibrant world of creativity.
LBB> Your career journey spans across various roles in the creative industry. Could you share a pivotal moment which shaped your creative strategy and marketing approach?
Defri> Consistently participating in young creative competitions during my early years truly shaped my approach to creative strategy. This experience emphasised the importance of creating structured and rational creativity, offering many pivotal moments to think critically and quickly.
LBB> You've been involved with well-known brands throughout your career, from automotive to e-commerce. How do you tailor your creative approach to suit the unique needs of each brand's target audience?
Defri> Adapting to the unique needs of different brands requires comprehensive research into their target audience, industry, and competitors. By understanding their specific challenges and opportunities, I can customise my creative approach to resonate with their particular audience.
LBB> How do you integrate your passion for human behaviour and insights into your creative campaigns to resonate with your audience?
Defri> Understanding human behaviour is crucial for crafting effective creative campaigns. I integrate this understanding by dedicating my “me-time” to directly observing human behaviour, as I believe that sitting in front of a screen alone cannot yield optimal insights compared to being among people.
LBB> As an advocate for new media and digital marketing, how do you see the landscape evolving in the coming years, and how do you ensure your creative strategies stay ahead of these changes?
Defri> The digital landscape is ever-changing, and consumer behaviour evolves alongside it. Today, there are more and more digital media with a high volume of audience that we can leverage, such as music or streaming service platforms. Observing how consumers utilise digital platforms is crucial, we need to move towards where the audience is and stay ahead. This involves continuous learning, monitoring industry trends, and fostering a culture of innovation. It’s about the team’s adaptability and willingness to experiment with new approaches.
LBB> Your career has included roles at both agencies and in-house teams. What are the key differences in your approach when working in these different environments, and which one do you find more creatively stimulating?
Defri> Working in-house allows you to have deeper brand immersion and, therefore, have more perspectives for ideation. Meanwhile, working in agencies with a diverse client roster enables you to encounter and decode many business challenges. I would say it is always better to have a vast amount of information, but solving different types of challenges makes you grow faster.
LBB> Your leadership roles have allowed you to guide creative teams to success. What strategies do you employ to foster collaboration and innovation within your teams?
Defri> At dentsu Indonesia, we are motivated by the “Gotong Royong” (or collective teamwork) spirit in every piece of work we do, and that’s what I implement. I encourage open communication, cross-functional collaboration, and a culture that values creativity to promote collaboration and innovation. Regular brainstorming sessions and feedback loops are also essential.
LBB> Throughout your career, you've won numerous awards and accolades. Can you share the story behind one of your award-winning campaigns and the creative process that led to its success?
Defri> One of the award-winning campaigns that stands out is "Artism Exhibition." The creative process involved many parties. It started with a collaboration between an NGO partner called Kreaby and dentsu Creative Indonesia to spotlight individuals with autism, which aligns with our mission to consistently deliver ideas that create culture, shape society, and invent the future. Fortunately, it was well-received by various parties, including the record label Sun Eater Coven, which partnered with us to expand this project through their music, and Spotify as our platform partner, which added excitement to the project. As a result, they could become self-reliant by being hired by many brands, receiving various recognitions from local and even international festivals like Cannes Lions Festival 2023, but most importantly, receiving appreciation from parents, one of whom said, "Thank you for believing in our kids; this is the first time such attention has been given to them on this scale."
LBB> As an executive creative director at Dentsu Creative, what goals and challenges do you foresee, and how do you plan to leverage your experiences to overcome them?
Defri> As the executive creative director at Dentsu Creative Indonesia, I am committed to several key objectives, including fostering a robust creative culture, propelling creative excellence, and broadening the agency's portfolio. This includes addressing the evolving demands of our clients, I recognise the necessity of offering not only delivering creative content but also solving the business challenges creatively. Hence, I involve my entire team in comprehending and implementing a holistic creative approach beyond mere clever gimmicks, effectively meeting our clients' diverse needs.
LBB> Finally, if you could give one piece of advice to young professionals entering the creative industry, what would it be?
Defri> My advice for young professionals in the creative industry is never to stop learning, maintain curiosity, and embrace failure as a learning opportunity. Building a solid network and seeking mentors can also be invaluable for career growth.
