Devi Attamimi Appointed Institute Director of HILL ASEAN

Hakuhodo Inc., Japan’s second largest advertising company,has announced that Devi Attamimi has been appointed Institute Director of Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN), a think tank that researches ASEAN 'sei-katsu-sha'.

Sei-katsu-sha are more than simply consumers, just as people's lives and lifestyles include more than just shopping. Hukuhodo introduced this term in the 1980s to emphasise its commitment to a comprehensive, 360-degree perspective on consumers' lives.

Established in 2014, HILL ASEAN was incorporated in Thailand in March 2017. It supports the marketing activities of companies in the ASEAN region with insights and recommendations on ASEAN sei-katsu-sha.

New Institute Director Devi joined Hakuhodo Indonesia as a Strategic Planning Director in 2011. She now serves as Executive Director Strategy of Hakuhodo Network Indonesia, a multidimensional group of Hakuhodo companies in Indonesia, where her role is to lead the strategic planning team and act as brand consultant for clients. In addition, Devi has a pivotal role at HILL ASEAN, where she has conducted research and analysis from sei-katsu-sha perspectives as a researcher since the Institute’s establishment.

With the appointment of Devi as Institute Director, HILL ASEAN is placing greater importance on the perspectives of non-Japanese staff from Hakuhodo’s ASEAN offices, boosting research not only into understanding current sei-katsu-sha lifestyles, but into reading and making recommendations about trends in future sei-katsu-sha lifestyles. Through this, we will provide further support for client marketing activities tailored to emerging sei-katsu-sha changes.