When she was young Lucy dreamed of being a singer. Then she found another dream; to be a star in the world of advertising. For 19 years Lucy has dedicated herself to her craft, helping to oversee and develop her agencies’ creative output across the FMCG, beauty & healthcare, electronic, automotive, telecommunication and banking sectors. During her 12 years at Hakuhodo Indonesia she helped the agency to a top 5 spot for the most creative agency in Indonesia seven years running and Agency of the Year twice, back-to-back. In 2016, she went fully digital, joining Indonesia’s leading online community platform KASKUS Networks, overseeing the creative and digital strategy team, establishing digital branding and communication for KASKUS and also providing strategic solutions and ideas for brand partners. Then she moved to digital first boutique agency, Toaster, where she oversaw its work for its main clients, Google and Paragon Group (Wardah and Emina). In 2020 until early 2022 she joined Leo Burnett Indonesia where she helped shape hybrid team of creative, digital, social and production at Leo Burnett Indonesia and overseeing work for McD, Nestle and Kraft Heinz. Through the years, her hard work, canny choice of mentors and her complete commitment to excellence have won her and her team national and global prestige and recognition by Adfest, Cannes Lions, Clion Awards, Adstar, Spikes Asia, Citra Pariwara.She’s collected more than 90 awards and has served on the jury for several awards festival. In 2015 she became the first woman to represent Indonesia as a juror at the Cannes Lions Festival of Creativity.