Hakuhodo Inc., Japan’s second largest advertising company, is pleased to announce that Devi Attamimi has been appointed Institute Director of Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN), a think tank that researches ASEAN sei-katsu-sha*.
Established in 2014, HILL ASEAN was incorporated in Thailand in March 2017. It supports the marketing activities of companies in the ASEAN region with insights and recommendations on ASEAN sei-katsu-sha.
New Institute Director Devi Attamimi joined Hakuhodo Indonesia as a Strategic Planning Director in 2011. She now serves as Executive Director Strategy of Hakuhodo Network Indonesia, a multidimensional group of Hakuhodo companies in Indonesia, where her role is to lead the strategic planning team and act as brand consultant for clients. In addition, Devi has a pivotal role at HILL ASEAN, where she has conducted research and analysis from sei-katsu-sha perspectives as a researcher since the Institute’s establishment.
With the appointment of Devi as Institute Director, HILL ASEAN is placing greater importance on the perspectives of non-Japanese staff from Hakuhodo’s ASEAN offices, boosting research not only into understanding current sei-katsu-sha lifestyles, but into reading and making recommendations about trends in future sei-katsu-shalifestyles. Through this, we will provide further support for client marketing activities tailored to emerging sei-katsu-sha changes.
Footnote: * Sei-katsu-sha are more than simply consumers, just as people’s lives and lifestyles include more than just shopping. Hakuhodo introduced this term in the 1980s to emphasize its commitment to a comprehensive, 360-degree perspective on consumers’ lives.