Magani unites tradition with the new; reimagining the traditional batik shirt for the needs of our contemporary society. We combine Indonesia’s rich cultural heritage with the latest innovation in performance wear material to build the ultimate durable and comfortable shirt for the modern Indonesian man who is constantly on the move. 

As we celebrate Indonesia’s heritage, we also celebrate the individuals who are unintimidated by the sweat and hard work required to defy challenges, push boundaries, and move Indonesia forward.

Meet the #MaganiMen who have inspired us that with grit and endurance, there are no limits to what you can achieve. #NOSWEATNOLIMIT

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#MaganiMen - Ferdi’s entrepreneurial and creative journey has been shaped by a passion for building relationships, translating business objectives into meaningful experiences, and empowering those around him. After starting his career in advertising at JWT and gaining valuable experience in high-end event management and brand activation, he founded Zigzag Indonesia to establish it as a strategic event creative partner. Later, he co-founded MASA to connect Indonesia’s creative communities and showcase the nation's cultural heritage on an international stage, such as at Gardens by the Bay in Singapore. For Ferdi, true leadership and success go beyond commercial growth, it is about fostering trust, building sustainable professional standards, and creating opportunities for young professionals to grow into confident future leaders.

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Tell us a little about yourself and your professional background before entering the creative industry.

My career has taken me through several industries, but the common thread has always been creativity, communication, business, and building relationships.

I studied advertising and began my professional career at JWT, working in client service. This experience taught me how to understand clients, manage expectations, and translate business objectives into creative solutions.

I later joined Tiara Josodirdjo & Associates, a wedding organizer specializing in high-end weddings. At a relatively young age, I was trusted to lead projects and manage clients. This experience strengthened my attention to detail, leadership skills, and understanding of service excellence.

My career then took me to Celsius, a brand activation agency later to Citibank. Each experience contributed to the way I approach business and creativity today.

Outside of work, I enjoy traveling, exploring new places, visiting coffee shops, and learning about different cultures. I’ve always enjoyed experiencing new environments and seeing how people live, think, and express themselves in different parts of the world.

What initially attracted you to the creative industry and Indonesia's cultural scene?

I've always been fascinated by the process of turning ideas into real experiences. There's something fulfilling about seeing a concept evolve into an experience people remember.

My background in advertising and weddings taught me that creativity goes beyond aesthetics. It's about understanding people, creating emotional connections, and delivering meaningful experiences.

Over time, my interest expanded into arts and culture. Indonesia has an extraordinary cultural heritage, and I believe there's tremendous potential to present our traditions through contemporary and internationally relevant experiences.

For me, preserving culture doesn't mean keeping everything in its traditional form. It's about finding new ways to keep our cultural identity relevant for future generations.

How did your career journey lead you to become Managing Director of Zigzag Indonesia and Co-Founder of MASA?

Since I was young, I had a personal ambition to own a business before turning 30. I wanted the freedom to develop ideas, make decisions, and build something of my own.

After gaining experience across different industries, I eventually established Zigzag Indonesia. Along the way, Tiara Josodirdjo, who had been a mentor throughout my career, joined as an investor and business partner.

Like many businesses, Zigzag faced challenges, particularly during the pandemic when our operations were temporarily suspended. The experience encouraged us to reassess our direction and strengthen our focus on conceptual corporate events, gala dinners, and brand experiences.

More recently, I co-founded MASA alongside Ando and Joshua, expanding my journey from creative services into cultural collaboration and international partnerships.

What brought you to Zigzag Indonesia, and how has your role evolved over the years?

Zigzag started from my ambition to build a creative company with its own identity and approach.

My experience in advertising shaped how I approach client relationships, while my background in high-end weddings taught me the importance of details, personalization, and execution.

Over time, we developed Zigzag's positioning as an event creative partner rather than simply an event organizer. We want to be involved in developing ideas and strategies, not only executing projects.

Another important part of my role is developing people. Many of our team members are young professionals, and we actively encourage them to take responsibility, lead projects, and grow into future leaders. I believe a company's growth should go hand in hand with the growth of its people.

Tell us about MASA. What inspired you to establish the platform?

MASA began with an invitation from Gardens by the Bay in Singapore to showcase Indonesian culture. With the encouragement and support of Ibu Irene Umar, Deputy Minister of Creative Economy and Ibu Tiara Josodirdjo, we saw an opportunity to turn this invitation into something beyond a cultural exhibition.

Together with Ando and Joshua, we developed MASA as a collective platform bringing together Indonesia's creative communities, artists, brands, and institutions. Our vision was to connect the presentations at Gardens by the Bay and Takashimaya into one shared movement.

For me, MASA represents the spirit of collaboration. Rather than promoting individual interests, we wanted to bring different creative communities together to celebrate and represent Indonesia on an international stage.

Zigzag and MASA play different roles in the creative industry. How do you balance your focus between the two?

Zigzag and MASA serve different purposes, but both share a foundation in creativity and collaboration.

At Zigzag, my role as Managing Director focuses on business growth, client relationships, operations, and developing our team. We aim to position Zigzag as a strategic creative partner rather than simply an event organizer.

MASA, on the other hand, is a collaborative platform focused on connecting creative communities and building cultural partnerships. Working alongside Ando and Joshua allows me to explore creativity beyond commercial projects and contribute to initiatives with broader cultural impact.

Of all the projects you have worked on, which has been the most memorable or representative of your journey?

MASA Singapore 2026 stands out as one of my most memorable projects, not only because of its international scale but also because of the journey behind the scenes.

The preparation took nearly a year, involving frequent trips between Jakarta and Singapore, extensive coordination with Gardens by the Bay, Takashimaya, government stakeholders, and creative partners. Managing cross-border logistics, different expectations, and production standards were a significant challenge.

The experience reinforced my belief that successful projects require more than creativity. They depend on trust, diplomacy, persistence, and strong collaboration. For me, the greatest achievement was seeing so many different parties come together with a shared purpose of representing Indonesia.

In the event industry, everything often looks perfect to the audience, despite the complexity behind the scenes. What makes an event successful?

For me, a successful event isn't necessarily the biggest or most extravagant one. Success means achieving the client's objectives while delivering a meaningful experience for the audience.

I always look at three key elements: a clear purpose, strong execution, and effective collaboration. A great concept means little without a team capable of bringing the vision to life.

I also believe success should extend beyond what the audience sees. An event needs to be financially responsible, professionally managed, and respectful of everyone involved, including the team, vendors, and partners. A truly successful event should work equally well behind the scenes as on stage.

What has been the most significant change in the event and brand activation industry in recent years?

I think the biggest shift is how brands approach events. Events are no longer simply promotional activities. They have become an important part of building relationships and creating meaningful connections with audiences.

Audiences are also more selective. They expect experiences to be relevant, engaging, and memorable rather than simply visually impressive.

Technology has certainly changed how we create experiences, but I still believe human connection is at the heart of every successful event. At the same time, clients expect greater efficiency, transparency, and measurable results. Creative agencies need to balance strong ideas with sound business management and accountability.

How do you define personal success compared to the success of the companies you lead? 

My definition of success has changed throughout my career. 

When I was younger, success meant achieving my dream of owning a company and earning the trust of clients. Today, I see success from a broader perspective.

For a company, success means sustainable growth, profitability, a strong reputation, and the ability to consistently deliver value.

Personally, I find success in seeing the people around me grow. At Zigzag, I want to develop young professionals who eventually become confident leaders, capable of making decisions and taking ownership of their work.

I don't want to build a company where everything depends on me. I want to build an organization with strong people, systems, and values. To me, one of the greatest achievements of leadership is creating opportunities for others to succeed.

How do you see the future of Indonesia's event and brand experience industry over the next five years?

I'm optimistic about the future of Indonesia's creative industry. We have talented people, a large domestic market, and a rich cultural identity.

Our biggest challenge, in my opinion, isn't a lack of creativity. It's building stronger professional standards, sustainable business models, and the ability to compete internationally.

I believe brand experiences will become more personalized, collaborative, and integrated with technology. Clients will increasingly expect creativity to deliver clear business value. I also hope to see more Indonesian creative companies developing their own intellectual properties rather than relying entirely on client-driven projects. We should aim to become creators and owners of ideas, not only service providers.

In an industry where execution and details are critical, how do you handle situations when things don't go according to plan?

In the event industry, unexpected situations are part of everyday life. No matter how carefully we prepare, there will always be changes and challenges.

My first priority is to understand the situation before reacting. As a leader, your response influences how the entire team handles pressure. I try to focus on solutions, identify priorities, and make sure everyone understands their responsibilities.

I also believe strongly in accountability. When mistakes happen, the immediate priority is to resolve the problem. Afterward, we evaluate what went wrong and how to prevent similar situations.

Leadership, to me, means being present when things become difficult, not only when everything goes well.

If you went back to the beginning of your career, what advice would you give your younger self?

I would tell my younger self not to be afraid of making decisions and not to feel responsible for doing everything alone. Earlier in my career, I often believed that being involved in every detail was the best way to prove my capabilities.

Over time, I've learned that working hard and working effectively are two different things. Building a strong team and trusting others are equally important. I've also learned that not every opportunity needs to be accepted. Sometimes, knowing when to say no is one of the most important decisions in business.

A career is a long journey. You don't need to win every opportunity to build something meaningful.

What advice would you give young people who aspire to build businesses or become leaders?

I believe having ambition early in life is important. I had a dream of owning my own company before turning 30, and the ambition motivated me throughout my career.

But ambition alone isn't enough. Building a business requires patience, resilience, financial understanding, communication skills, and the willingness to learn from mistakes. I also believe reputation is one of the most valuable assets in the creative industry. How you treat clients, colleagues, vendors, and partners will shape your professional journey.

For young professionals, my advice is to stay curious, take responsibility, and never underestimate the value of experience. And when you eventually become a leader, remember to create opportunities for others to grow. Because leadership isn't only about what you build. It's also about the people who grow alongside you.

 

Click here to follow Ferdi on Instagram.

Click here to follow Zig Zag Indonesia on Instagram.

Click here to follow MASA on Instagram.