Creative industry veteran Paul Sidharta joins Link Group as Chief Creative Officer

Indonesia-based Link Group has named Paul Sidharta as Chief Creative Officer (CCO) and head of its creative subsidiary. This marks a significant move for both the company and Sidharta, as he transitions from decades of leadership at multinational networks to one of the region’s fastest-growing independent media and creative groups.

With over 30 years of experience across global names like JWT, TBWA, and ADNA, Sidharta is one of Southeast Asia’s most respected creative leaders. Known for his strategic clarity, deep storytelling instincts, and team-building ethos, Sidharta has built a portfolio that spans regional and global brand partnerships for the likes of Unilever (Sunsilk, LUX), Givaudan, and Diageo (Smirnoff), with almost every local, regional and global creative award under his belt.

“Link stood out to me more than a name, it’s a mindset about connecting people, ideas, and purpose,” said Sidharta. “It represents everything the future needs: agility, humility, and a bias for action and results. What they’ve built behind the scenes is phenomenal, and now, it’s time to step forward and tell that story.”

Sidharta will lead the group’s creative subsidiary and evolution across its growing network of media, production, digital, and branded content units. His move to the company signals the group’s larger strategy to move from operational dominance to broader brand visibility and regional expansion. Link is currently #2 in Indonesia for total TV media spend and commands the majority of the national FTA built-in share, with presence in hubs such as Singapore and Vietnam, and currently expanding to China.

“Paul’s arrival marks a new chapter for Link Group,” said Irsan Yapto, co-founder and CEO of Link Group. “We’ve spent the last decade building the infrastructure and scale that power some of the most successful campaigns for the region’s biggest brands, often without public credit. As we step into our second decade, it’s time to elevate our creative identity and show the industry who we really are.”

Founded in 2014, Link Group pioneered many of Indonesia’s most innovative brand integrations, from viral built-ins in K-dramas to real-time TV commerce activations through its flagship entity, Adlink. Working alongside long-standing partners including regional powerhouses like GarudaFood, Nutrifood, Mayora, and Charoen Pokphand, as well as global entertainment platforms such as iQIYI (China), SM Entertainment (South Korea), and NBC Universal (USA). The appointment of Sidharta comes at a turning point as the company prepares to celebrate its 11th anniversary this August.

Pictured: Irsan Yapto, Nadya Yapto, and Paul Sidharta.