Interviewed at #FH25, Steven Kusmanto, Menarini, shared his perspective:

• Driving digital innovation is key to delivering customer excellence.
• Co-creation across internal teams and partners ensures global brand consistency while respecting local needs.
• AI and generative tools are transforming how campaigns move from global approval to local adaptation—making processes faster, more modular, and more relevant.

As Steven put it, balancing global identity with local regulations and culture is complex—but technology is helping bridge the gap.