BUDI DWISANTARA SUTISNA (Aka ‘Didi’)

BUDI DWISANTARA SUTISNA (Aka ‘Didi’)
Being of Dutch nationality, ethnically Indonesian, and spent my first eleven years behind the (very) Iron Curtain of Albania, I call South East Asia my home nowadays. It is this myriad of multi-cultural influences that lie at the heart of many of my strategic inspirations. They are driven from understanding people. It is fairly said that planning represents the voice of the consumer in the advertising development process. But this is not a passive or reflective role – merely holding a mirror up to society.
Insightful planning has to understand the small things that make people tick – and then find ways of appealing to them, without trampling over what makes them unique. Someone I worked with called these understandings ‘golden nuggets of psycho insight’ and more often than not they form the basis of many brand strategies.