As the world’s fourth-most populous nation and Southeast Asia’s largest economy, Indonesia’s GDP grew 5.11 percent in 2025, up from 5.03 percent the year before. It is a market defined by scale, speed, and consumers who, as Albert Chan, Founder of Jakarta-based creative agency LUP, puts it, know exactly when a brand is being honest — and when it isn’t.
Chan knows the territory. Before founding LUP in Jakarta in January 2020, he spent more than a decade working across Ogilvy Germany, BBDO Group Germany, HEIMAT Berlin, and Iris — building an agency shaped equally by Indonesian instinct and German precision, and now expanding into a multi-disciplinary creative ecosystem spanning branding, activation, and production.
We recently spoke with Albert about what that expansion looks like in practice, why keeping an idea intact from conception to execution is a creative priority, and what brands sometimes get wrong when trying to connect with Indonesian consumers.
What have you and the team at LUP been focusing on lately? Are there any recent projects or directions that you’re particularly excited about?
LUP was born from creativity. That hasn’t changed. What has evolved is our ambition. We’re rebuilding LUP into a complete creative ecosystem—LUP Jakarta leads ATL and digital, That Haus drives activation, Wolfgeng shapes branding and design and floW studio brings production into our hands. This expansion brings us closer to the work and ideas are strongest when they stay intact, from the first thought to the final execution.
You’ve introduced initiatives like Pet Care Reimbursement, which shows a genuine focus on employee well-being. What inspired this idea, and what other steps has LUP taken to create a positive and supportive work environment?
Pet Care Reimbursement started from a simple truth: our people don’t see their pets as animals. They see them as family. And if it matters to them, it matters to us.
In Indonesia, this kind of support is still rare. But we never set out to build a conventional agency. We set out to build a human one.
What makes LUP strong is its people. That’s why we’ve created a pet-friendly workplace, make space for sports, creative gatherings, and moments beyond deadlines. Because when people feel better, they create better.
Before founding LUP, you worked at global agencies like Ogilvy, BBDO, and Iris. How did those experiences shape your approach to running your own agency?
Ogilvy in Frankfurt taught me discipline. Precision. And the standards required to create world-class work. It showed me how far craft can go—and what it takes to compete at the highest level.
LUP was built from both worlds: the ambition and excellence of global agencies, and the integrity of independent creativity.
Heimat Berlin taught me something deeper. To stay honest. To focus on real ideas, real clients, and real impact. No shortcuts. No scams. Awards are never the objective—they are the consequence.
LUP was built from both worlds: the ambition and excellence of global agencies, and the integrity of independent creativity.
How has growing up with both Indonesian and German cultural backgrounds influenced your perspective as a creative?
Growing up between Indonesian and German cultures shaped how I see the world. Indonesia taught me emotion and intuition. Germany taught me clarity, discipline, and precision. Creativity needs both. Emotion—and precision.
Indonesian consumers are highly aware. They know when a brand is honest—and when it’s not.
Jakarta has a unique and fast-evolving creative scene. What inspires you most about working there?
The people. Jakarta is driven by ambition and momentum.
It’s a city that never stands still. It pushes you to adapt, to stay sharp, and to keep moving forward. Jakarta challenges you. And that’s what makes it inspiring.
Looking back over your career, which campaigns or creative projects are you most proud of?
I It’s never about a single campaign. What I’m proud of is the commitment behind the work—when a team turns belief into something real.
At LUP, every project carries intention, craft, and responsibility. Regardless of scale. Because behind every piece of work is the ambition to create something meaningful—for the brand, for people, and for culture.
Projects like Zoya – Make Your Choice and BFGoodrich Indonesia – The Tire Quotes Campaign reflect that belief.
For brands looking to connect more meaningfully with consumers in Indonesia, what guidance would you offer?
Indonesia is not a market you approach with formulas. It’s a culture you have to understand and respect. Indonesian consumers are highly aware. They know when a brand is honest—and when it’s not. The biggest mistake brands make is talking too much and listening too little. To connect here, brands need to be present. Relevant. And truthful.
People don’t build relationships with advertising. They build relationships with what feels real.
Quick Hits:
Most useful app or tool you’ve started using recently: BCA Mobile. It just makes life easier.
Book, podcast, or resource you recommend: Paul Arden’s It’s Not How Good You Are, It’s How Good You Want To Be. It reminds me to think bigger and stay uncomfortable.
Something you want to learn or wish you were better at: Bluffing. Knowing when to reveal everything and when to hold something back.
