WT Indonesia LEADERS Retna Murti Asmoro

Retna Murti Asmoro

Brand Head of Planning

Office

  • Jakarta

Earning her bachelor degree in Faculty of Economics, University of Indonesia & her MBA from Northeastern University, she thought she would become a financial analyst. Yet she fell in love in advertising and became a strategic planner at Lowe Indonesia.

Her passion in advertising grew even more at Saatchi & Saatchi where she got to know Lovemarks, the philosophy behind brands that creates loyalty beyond reasons. She enjoys brand planning as it’s just like solving a puzzle, putting all the pieces together from all aspects, from market, brand and consumer to generate ideas and create magic that connects brand and people.

Her brand experiences in 16 years in Lowe and Saatchi include big FMCG brands from Unilever, Nestle, P&G, Kraft, Indofood & Nestle Indofood. The other big companies she handled were Sampoerna, Bentoel, BAT, Bank Niaga, BTPN, Bank Mandiri, Petra Foods, Kalbe Farma, Bintang Toedjoe, Air Asia, Emirates, XL to name a few.

To pursue her interest in fashion, she was then juggling between three worlds: a fashion student, a mother of 3 and a brand strategy consultant. But when the agency who pioneered strategic planning opened its door, she knew it was too precious of an opportunity to miss. Now, Retna is the Head of Planning at Wunderman Thompson Jakarta, handling big brands of XL, HSBC, Shell, J&J and Unilever, continuing her passion in solving brand puzzle.