Death of Mita Diran reflects ‘failure of account management’

Mita Diran

Mita Diran

The death of a young creative in Indonesia earlier this week reflects the failure of the account servicing function in advertising, an agency boss has suggested.

Mita Diran, a copywriter for Y&R Indonesia and daughter of Fortune ECD Yani Sharizal, slipped into a coma then died after working continuously for almost three days fueled by energy drinks, it emerged yesterday.

Her last tweet read:  “30 hours of working and still going strooong.”

Henry Saputra, the long-time chairman of media and ad agencies Publicis and Zenith Optimedia Indonesia, said that he feels that Diran’s sad passing “confirmed the lack of project management capabilities at both a client and agency level.”

Clients are too tough on agencies insisting on unrealistic deadlines. But agencies are too willing to accept these deadlines without thinking carefully about how to meet them, he said.

“Many clients insist that deadlines are met, but have not briefed their agencies early enough,” Saputra said. “And agencies accept these deadlines without considering how to manage the workload,” he said.

Y&R, which has expressed its condolences to Diran’s family, has said it is too early to respond to questions about the tragedy.

Her death comes six months after a young Ogilvy PR executive, 24 year-old Li Yuan, died from a heart attack in China after working late nights continually for a month.


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