Magic Numbers: Making Brilliant Ideas Stretch with Yuliani Setiadi
Yuliani Setiadi, head of digital for Southeast Asia at Edelman leads the firm’s digital strategy across the SEA region, focusing on driving innovative solutions that build trust and deliver long-term growth for clients.
Over the course of an extensive 18-year career in brand planning, digital and integrated marketing, Yuliani has worked in both Asia and the Netherlands. Prior to joining Edelman in 2022, she held various leadership roles at Ogilvy that saw her lead significant client relationships and expand the agency’s digital offerings in both Indonesia and Hong Kong. Her contributions to the industry were recognised when she was named one of Campaign Asia's "Top 40 Under 40" in 2017.
LBB> What’s the number one question that clients are coming to you with when it comes to how they can better use data to enhance the creativity of their content and experiences?
Yuliani> Clients often come to us with two main challenges. First, there’s the question of how to keep pace with the world of trends and pop culture that are shifting at lightning speed. There’s a need not just to spot trends but to really decode them – understanding what matters in the moment and where those micro-moments lie that can drive big impact. This is where we need both sides of the brain in action: data gives us the what and where, but human analysis is essential for the why – insights that fuel creativity and make it resonate in relevant, relatable ways.
The second question clients ask is about amplifying creativity within constraints. They often say, “That’s a great idea, but how do we maximise its impact with limited resources?” Budgets are tighter than ever, and while creativity isn’t lacking, the challenge is optimising it. So, we work with them to look at the data strategically – finding the channels, content and formats that will make that brilliant idea stretch as far as possible.
LBB> How can you make sure that data is elevating creative rather than forming a wind tunnel effect and knocking all the interesting or unique edges off that make something distinctive?
Yuliani> I think of data as the frame, not the entire painting. At Edelman, we use data from various sources – social listening, focus groups, cultural insights – but at the end of the day, we’re balancing it against our instincts and the story we want to tell. Data is the groundwork, but if it’s pointing in a safe or predictable direction, we’re not afraid to step out of our comfort zone and take calculated risks on ideas we truly believe in. The magic of creativity comes in when we bring in the unexpected: a balance between insight and the genuine spark of an idea. We don’t want to become so reliant on data that everything becomes dry and predictable. Audiences connect with authentic brands with distinctive voices, not just a data-backed message.
LBB> Can you share with us any examples of projects you’ve worked on where the data really helped boost the creative output in a really exciting way?
Yuliani> One of my favourite examples is the Brainwave Bucket for KFC Hong Kong. Here, we used data in a fun, surprising way – measuring people’s brainwaves as they ate fried chicken. We created a personalised experience that celebrated the enjoyment one gets from eating fried chicken, something that’s often a guilty pleasure. It became a way to tell Hong Kongers, “Yes, take a break and indulge yourself!” We made data part of the experience itself, engaging our audience in a fresh and meaningful way.
Another example is our work for Dove in Thailand, where we listened to cultural conversations around the forced haircut punishment for schoolgirls. Data showed this was a point of frustration for young Thai girls, so we sparked a conversation around the importance of self-expression and individuality, championing a future where Thai girls can grow into the best versions of themselves. These moments show how data can reveal real opportunities to create impact while staying deeply rooted in what matters to our audience.
LBB> More brands are working to create their own first party data practice – how can a brand figure out whether that’s something that is relevant or important for their business?
Yuliani> First-party data is like having your own secret sauce. That’s powerful. Unlike third-party data, which anyone can access, first-party data is personal; it’s unique to your business, your customers, and your relationship with them. That’s a competitive edge that generic, third-party data can’t offer. And here’s the beauty: it’s often more accessible than people think because you’re already engaging your customers.
First-party data is the most relevant, insightful data you can gather. It’s not a question of whether it’s useful; instead, how can it help you get closer to your customers. While keeping an eye on cultural trends is crucial, having your own data means you’re better equipped to adapt and connect in ways that resonate uniquely with your customers.
LBB> We talk about data driving creativity, but what are your thoughts about approaching the use of data in a creative way?
Yuliani> Using data creatively means going beyond surface metrics. It’s about interpreting data from different angles, connecting seemingly unrelated dots to tell a unique story. A creative approach to data helps us understand what our audience values, not just what they click on, so we can craft experiences that resonate emotionally. Data is an input, yes, but it can also be an engaging output that audiences can experience and enjoy. Look at Spotify Wrapped; they use data to inform their audiences’ own decisions and offer a shareable experience that people anticipate each year. It’s a creative way of reflecting people’s own habits back to them in a way that feels rewarding. If we can turn data into something our audience actually wants to engage with, then we’ve achieved something remarkable.
LBB> "Lies, damned lies, and statistics" – how can brands and creative make sure that they’re really seeing what they think they’re seeing (or want to see) in the data, or that they’re not misusing data?
Yuliani> The trick is to ask the “so what” behind every number. A single metric or outlier can seem impressive but lose meaning without context. I encourage my team to look at data critically and as a part of a bigger picture. It’s also about staying grounded. We need to go beyond the screen and actually talk to people. Data can help us see patterns, but nothing replaces real conversations and connecting with our audience directly. This way, we don’t end up in an echo chamber of our assumptions. Curiosity keeps us honest and ensures we’re seeing the full picture, not just what we expect or want to see.
LBB> What are your thoughts about trust in data – to what extent is uncertainty and a lack of trust in data (or data sources) an issue and what are your thoughts on that?
Yuliani> Trust in data is vital because it builds the foundation for everything we create. But with today’s privacy concerns, transparency is key. People need to know how their data is used and why – this builds consumer trust and gives us data we can rely on. At Edelman, we’ve seen that when consumers feel respected, they’re more likely to share their data, creating a cycle of trust that benefits everyone involved.
LBB> With so many different regulatory systems in different markets regarding data and privacy around the world - as well as different cultural views about privacy – what’s the key to creating a joined up data strategy at a global level that’s also adaptable to local nuances?
Yuliani> We adhere to Edelman’s principle of respecting data and privacy across all markets. Our global data strategy is rooted in a commitment to transparency and protection, but we adapt locally by respecting each region’s privacy culture and regulations. Think globally, act locally. We align on core values around data but localise our approach to reflect unique regulatory and cultural sensitivities, creating strategies that resonate on a personal level and foster trust between our clients and their consumers.
LBB> What does a responsible data practice look like?
Yuliani> Responsible data practice is built on transparency, respect, and purpose. It’s about gathering only the data we truly need, being transparent with consumers on how it’s used and ensuring privacy. In practice, this means creating trust not just through words but through actions, using data in a way that respects individual privacy while still delivering value.
LBB> In your view, what’s the biggest misconception people have around the use of data in marketing?
Yuliani> Many see data as a silver bullet for creativity when it’s just one piece of the puzzle. Data can highlight trends or preferences, but it’s not the whole story. The magic happens in the interpretation, allowing room for human insight and intuition. Data should enable creativity, not replace it; we can’t overlook that balance.
LBB> In terms of live issues in the field, what are the debates or developments that we should be paying attention to right now?
Yuliani> Generative AI is a massive development right now, offering incredible efficiency, but we’re also questioning the “human touch” it may replace. Then, there’s the balancing act of personalisation versus privacy. The challenge lies in respecting and using data responsibly while staying relevant and engaging. We must remain mindful of how we can use AI and data to enhance rather than replace genuine connections.
