Bayu Sugih

Creative Director with 15 years of experience leading integrated brand campaigns across FMCG, F&B, pharmaceutical, and consumer sectors. Currently heads a 14-person multidisciplinary creative function at Sari Murni Group, overseeing brand strategy, social media, visual identity, packaging, POSM, and video production across six active brands. Delivered 61 campaigns in 2025 and generated double- to triple-digit social media growth across multiple brand accounts.

Combines extensive advertising-agency experience with in-house leadership, national TVC credentials, senior stakeholder management, and full-cycle creative execution.

Art & Creative Lead (Creative Director) at Sari Murni Group – MOMOGI (2025-01 – Present)

• Directs creative strategy across 6 active FMCG brands, functioning as head of the Group's internal creative agency — covering brand campaign ideation, social media content, POSM, packaging design, and DVC/TVC production
• Manages a 14-person creative function across four specialist teams: Social Media Creative (6), Graphic Design & POSM (3), Video & Motion Graphics (2), and Packaging Design (3) — overseeing brief allocation, creative direction, team development, and external vendor coordination
• Delivered 61 integrated campaigns across the brand portfolio in 2025, including 14 international trade exhibition activations across Asia, the Middle East, and Oceania, covering event content, documentation, and campaign communication
• Drove measurable year-on-year social media growth across portfolio: Migi-Migi followers +173%, content interactions +61.7%; Criscito followers +46.94%; Momogi followers +18.49%, content interactions +3.78%; Employer Branding (Mowmowlife) followers +154.04%, profile activity +32.22%, content interactions +20.66%
• Built new brand social presences from zero — grew Jagi-Jagi Instagram to 3,392 followers and 1.36M impressions within 6 months of launch
• Led end-to-end creative planning for the launches of Momogi Signature and Hatago, covering brand direction, content development, visual execution, and campaign rollout
• Reports directly to the VP of Marketing and CEO, presenting monthly creative performance updates and shaping brand strategy and creative direction across the Group and its sister companies

Social Media & Creative Lead at BENFARM (2023-11 – 2024-12)

• Developed annual social media visual communication strategy and led creative direction for FMCG frozen food brand across digital channels
• Oversaw POSM production, DVC ideation, and content planning across brand's social media platforms throughout 13-month tenure

Creative Group Head at Login Communication (2016-01 – 2023-10)

Top Local Advertising Agency in Indonesia

• Led 3-person creative team (Art Director, Senior Graphic Designer, Copywriter) managing 6 concurrent client accounts across FMCG, pharma, and F&B — Cap Lang, Nabati/Richeese Factory, Morinaga, YEOS, Deltomed, and Regal Marie
• Conceptualized and produced national ATL/TVC campaigns for all 6 clients — from creative brief and storyboard presentation through client negotiation, production supervision, and broadcast delivery
• Expanded key client relationships: grew Nabati and Deltomed from single-brand assignments to broader multi-brand account coverage by building client confidence through campaign delivery, presentation, and negotiation
• Developed digital BTL campaigns for Regal Marie Duo (Duobelicious) and Herbangin across Facebook, Twitter, and Instagram; managed concept through platform-live delivery

Sr. Creative Writer at TemanDekat MarComm – AMP Group (2013-01 – 2015-12)

Event & Media Agency

• Developed BTL campaign concepts for Honda national roadshow series spanning up to 14 cities and 57 locations per activation — Honda Verza 150, Safari Honda Injeksi No.1, Honda Blade Racing Goes to School, Honda Vario 110 Fi, and Honda Fiesta 2014
• Conceptualized TVC scripts for major FMCG and pharma brands: Extra Joss Blend, YEO'S Cincau, PAMOL Forte, and Pehamol Kids (Phapros); contributed to Daihatsu DR-II concept car VTR for IIMS 2013

Jr. Copy Writer at Avicom Advertising (2011 – 2013)

Top Local Advertising Agency

• Developed advertising copy and campaign concepts for major accounts: Carrefour, Extra Joss, California Fried Chicken, and Bank Mandiri
• Won Bronze Award, Citra Pariwara 2012 — TVC Creative Concept: Juss Ginseng (Indonesia's premier advertising industry recognition)

Creative Intern at Macs909 Advertising (2010 – 2010)

Top 10 Local Agency

• Supported creative development for major national accounts including Daihatsu, Djarum Black, and Telkomsel

Bachelor's Degree in Advertising and Communication – Institut Ilmu Sosial dan Ilmu Politik Jakarta (2004 – 2008)