Jakarta, 14 November 2025 – The Ministry of Creative Economy/Creative Economy Agency encourages the national advertising industry to not only be adaptive but also uphold ethical standards in facing digital disruption and artificial intelligence (AI). This encouragement was delivered during the Pinasthika Creativestival 2025 in Sleman, Special Region of Yogyakarta (DIY), under the theme 'Beat The Heat', inviting creators to remain calm, focused, and courageous in producing work amidst the fast-changing industry dynamics.
Deputi Bidang Kreativitas Media Kementerian Ekonomi Kreatif, Agustini Rahayu, memberi sambutan pada acara Pinasthika Creativestival: Festival & Awarding Night 2025 di Gelanggang Inovasi dan Kreativitas UGM, Sleman, Daerah Istimewa Yogyakarta (DIY), Jumat (14/11/2025).
As consistently emphasized by Minister of Creative Economy Teuku Riefky Harsya, the creative economy must prioritize collaboration to seize opportunities while navigating accompanying challenges.
“The government cannot act alone. Synergy between the government, industry, academia, and creative communities is the key to building a healthy, competitive, and sustainable ecosystem. Creativity must go hand in hand with courage, ethics, and social responsibility,” said the Minister of Creative Economy.
The Pinasthika Creativestival 2025 serves as a platform for Indonesian talent in advertising, design, and creative production, initiated by the Indonesian Advertising Companies Association (P3I) on 13–14 November 2025. The festival, which has been running for over two decades, provides a multi-generational and cross-disciplinary space for creators from across the archipelago.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
“For more than twenty years, Pinasthika has been a beacon for Indonesia’s communication and advertising industry. Beginning in Yogyakarta as a local appreciation event, it has now grown into a meeting point for talent, ideas, and innovation from across the nation,” said Deputy for Media Creativity of the Ministry of Creative Economy Agustini Rahayu at the UGM Innovation and Creativity Hall on Friday, 14 November 2025.
This year, the theme “Beat The Heat” reflects the adaptive spirit of creators in responding to the changing times, turning creativity into a new source of energy that is both inspiring and refreshing.
Since its inception in 1999, Pinasthika has played an important role in fostering a culture of appreciation for Indonesian creative works. Its activities include roadshows to 66 campuses across 18 cities, design and advertising competitions, showcases, workshops, and seminars featuring creative communities, startups, media, academia, and industry players nationwide.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
The transformation of the advertising industry is also a major focus. Amid digital advancements and the emergence of AI, agencies now act as strategic consultants capable of analyzing data, understanding user journeys, and producing authentic content. This shift demands creators to be more adaptive, innovative, and uphold ethical values and social responsibility in every work.
The Ministry of Creative Economy reaffirms its commitment to strengthen the advertising subsector as an integral part of the national creative economy ecosystem. The industry significantly contributes to global economic growth, projected to reach USD 1 trillion by 2026 with an average annual growth of 6.7 percent through 2028 (PwC). In Indonesia, the advertising sector employs over 70,000 workers, with digital advertising spending growing at 12 percent per year (Dentsu, 2025).
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
The Pinasthika Creativestival 2025 began with an agency mentorship session featuring founders and leaders of renowned advertising agencies alongside the Deputy for Media Creativity. The session discussed business challenges and opportunities for cross-sector collaboration.
The festival culminated with the Awarding Night of Pinasthika Creativestival XXI, honoring the best works across various categories, from individuals and design studios to Agency of the Year. PT. Beertiga Group Indonesia won the highest award, Agency of the Year, and also received the prestigious Baskara Agency of the Year, recognizing excellence in Influencer Marketing and Digital Agency performance.
The Ministry of Creative Economy also encourages advertising industry players to continue cultivating ethical innovation, uphold diversity, and avoid polarization amid technological and big data currents. Platforms like Pinasthika provide creators with opportunities to enhance global competitiveness, aiming for international recognition such as Cannes Lions or D&AD, while leveraging Indonesia’s cultural wealth as a key asset in every work.
Communications Bureau of the Ministry of Creative Economy/Creative Economy Agency.
The Ministry’s support for this festival aligns with the vision of positioning the creative economy as Indonesia’s new engine of growth. Through collaborative spaces like Pinasthika, creativity becomes a new economic force capable of strengthening national identity and opening opportunities in global markets.
The event was attended by Director of Advertising of the Ministry of Creative Economy Selliane Ishak, Chairman of the Indonesian Advertising Companies Association (P3I) Janoe Arijanto, P3I DIY Regional Chairman Rifqi Fauzi, Chairman of Pinasthika 2025 Rizal Kasim, as well as members of the judging panel, advisors, and finalists from agencies, design studios, and production houses across Indonesia.
Kiagoos Irvan Faisal
Acting Head of the Bureau of Communication
Ministry of Creative Economy / Creative Economy Agency
