Jakarta, June 25, 2026 – Vice Minister of Creative Economy/Vice Head of the Creative Economy Agency, Irene Umar, welcomed a proposed collaboration with Marketing + Media Alliance (MMA) Indonesia to strengthen Indonesia’s creative economy ecosystem through innovation in marketing and public communications.
Vice Minister of Creative Economy Irene Umar received a courtesy visit from Marketing + Media Alliance (MMA) Indonesia at the Ministry of Creative Economy office in Jakarta on Thursday, June 25, 2026.
Irene said Indonesia’s rich cultural heritage, history, and creativity provide a strong foundation for developing authentic and meaningful storytelling that can enhance the appeal and value of the country’s creative economy products.
"The challenge today is ensuring that meaningful stories remain relevant to younger generations and global audiences. This is where creativity plays a vital role in bridging cultural heritage with contemporary needs, creating economic impact while preserving our cultural legacy," Irene said during a meeting with MMA Indonesia at the Ministry of Creative Economy in Jakarta on Thursday (June 25).
MMA Indonesia is a marketing and communications association that is part of the MMA Global network. The organization regularly hosts research initiatives, forums, and conferences that bring together government representatives, industry leaders, and marketing professionals to discuss technological developments and the evolving digital landscape.
During the meeting, MMA Indonesia invited the Vice Minister to participate as an Honorable Thought Leader at MMA Impact 2026, which is scheduled to take place in November.
Photo: Bureau of Communications, Ministry of Creative Economy/Creative Economy Agency.
"There are many topics we can explore, including how to build strong and distinctive city branding so that cities become more than tourist destinations. Effective branding can strengthen local identity, create sustainable business opportunities and jobs, and foster community pride. Creativity must serve as the bridge between culture, tourism, and the growth of the creative economy," Irene added.
The planned collaboration reinforces the vision of MMA Impact 2026 as a platform for exchanging ideas and best practices in developing a marketing ecosystem that is adaptive to technological advancements and changing market dynamics.
Shanti Tolani, Country Head and Board Director of MMA Indonesia, said the organization is ready to become a strategic partner for the government by connecting the Ministry of Creative Economy with key decision-makers across the marketing, media, technology, and business sectors.
Photo: Bureau of Communications, Ministry of Creative Economy/Creative Economy Agency.
"This meeting is an opportunity to discuss future collaboration ideas so that MMA Indonesia can continue contributing to the creative industry by fostering growth in advertising, marketing, and public communications. Indonesia's creativity has proven to be highly competitive on the global stage, which aligns perfectly with MMA Indonesia's vision," Shanti said.
Also attending the meeting were Cecillia Wangsadinata, Marketing and Business Development Manager, and Fika Novia Rahma Putri, Research and Partnership Coordinator, representing MMA Indonesia.
Kiagoos Irvan Faisal
Head of Communications Bureau
Ministry of Creative Economy/Creative Economy Agency of the Republic of Indonesia
