Indonesia is failing to attract creative talent to sustain rapid market growth, says agency boss


Lowe boss Joseph Tan

The boss of a top Indonesian ad agency has said that the market is struggling to attract the right calibre of creative talent to keep pace with brisk market growth.

The quality of advertising in Southeast Asia’s largest economy is suffering as a result, Joseph Tan, CEO of Lowe Indonesia told Mumbrella.

“What really concerns me is a stagnation in the quality of talent in the creative agency scene in Indonesia at the moment,” Tan said.

“There are some really talented people out there, but they do not see advertising as a lucrative profession – and are not joining the industry.”

Those that are, are leaving once they discover how tough the business is, Tan commented.

“Some are taking jobs in advertising on the premise that it’s a fun business, but quickly become jaded and leave when the reality of what a tough business advertising is sinks in,” said the 38 year-old native Singaporean.

“The talent crunch in Indonesia now reminds me of Singapore. Young, creative people coming up through the education system are not going into advertising. They’re choosing manufacturing, banking or engineering – careers that go hand in hand with an economy in a sharp growth phase.”


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