MullenLowe Lintas Indonesia’s new Sales-First strategies are proving to be successful with Indofood pitches over 2024-2025

In an era where economic challenges and a cautious advertising landscape make pitch invitations scarcer than ever, MullenLowe Lintas Indonesia come up with sales-first approach. The agency has not only won every Indofood pitch in 2024-2025 so far, but has also set a new benchmark for creative strategy that delivers measurable business growth.

Under the leadership of CEO David Lukas, the agency pivoted away from the era of “creativity ego.”

According to Lukas, today, it’s all about developing ideas that translate into tangible results.

“Getting invited to pitch is strenuous enough; winning demands that every concept not only dazzles but also drives higher buy-in and real business impact,” said Lukas. “This mindset is crucial when the gap between supply and demand appears ‘too wide to be true,’ turning each pitch into an opportunity that must be seized with precision and passion.”

Lukas said at the heart of this approach lies the “Young Bridge Builder” program, which he explained is a pioneering initiative launched just a year ago to nurture emerging talent and invigorate the agency’s creative engine.

General Manager Amelia Pryana, who spearheaded the Indofood pitches project, emphasizes that every creative idea must ultimately lead to sales.

“Helping the brand grow stands above all else. We have aligned our vision across the team to ensure that creativity directly fuels commercial success,” she explains.

“This commitment to a sales-first approach is shared by our Executive Creative Director Anca Sangadji and Planning Lead Arya Kumbara, whose collaborative synergy has been instrumental in crafting campaigns that resonate both creatively and commercially.”

Pryana said the results of this strategy speak volumes. The agency clinched the Chitato Lite account and was designated as the brand team for 2025. Building on this momentum, MullenLowe Lintas Indonesia secured further victories with pitches for Indofood Eskrim Espessia and Kulkul, culminating in a win for Pop Mie, one of Indofood’s flagship noodle brands.

“Each win not only reinforces the agency’s strategic acumen but also amplifies its reputation across the industry, as success in one Indofood pitch quickly reverberates to others within the holding,” said Pryana

“Our recent triumphs serve as a powerful reminder that in today’s challenging environment, the fusion of strategic leadership, creative brilliance, and robust sales orientation can turn the toughest market conditions into unparalleled opportunities.”