Soderbom founded Kreasindo Indonesia in 1990 and subsequently sold it to Leo Burnett. He said: "After selling my share of the agency to Leo Burnett in the late '90s, the plan that was put in place has now been achieved. With the new management team, I feel the agency is in a very strong position to enter into its next phase."
Kreasindo's new head, Dean Bramham, was only recently promoted to managing director of the agency. He replaced Ati Kisjanto, who left after the birth of her first child. Bramham will continue to hold the title of managing director.
Kreasindo was one of the fastest-growing agencies in Indonesia, at one time growing 50 per cent year-on-year over a four-year period. It was one of the few left standing after the Asian financial crisis.
Soderbom has worked and lived in Asia for 23 years, moving to Singapore in the early '80s, where he implemented Ikea's advertising strategy in the market.
The campaign went on to pick up best of show and a clutch of other awards at the local Creative Circle Awards in 1984.