Primo started his career as a Brand Consultant for multinational consultancies including WPP's The Brand Union (now known as Superunion) and DM-IDHolland (now known as DM-ID). During his tenure, he has helped big corporations in building their brands including Telkom Indonesia, Gudang Garam, Bank Muamalat, Pegadaian, and Sosro.In 2012 he ventured into content and media industry by establishing Studio Geometry (now known as Geometry Media) which publishes magazines and books on creative culture. Some of the titles he published including We Indonesians Rule, Magno: The Story Behind, and Kenduri which has been showcased in Frankfurt Book Fair, London Book Fair, and Singapore Art Book Fair.During his spare time, he loves to experiment with ice cream which led him to create Eskimomo, a handcrafted gourmet ice cream brand in 2013. Together with his partner, Gupta Sitorus, he created experimental ice cream flavours which already served on pop-up events in Jakarta, Singapore, Kuala Lumpur, to New Delhi.His passion for content and knowledge on broad spectrum of creative industry brought him to several positions as Content Director and Board of Editors for sidestream media including Greatmind which focuses on mental health and positivity, and Disrupto which focuses on technology, science, and innovation. He also has served as the Curator and Board of Content for IDEAFEST – Indonesia's biggest festival on creative industry.Currently, he joined WIR Group – Southeast Asia's leading AR-VR-AI company, as Group Head of Creative. He is responsible in navigating new creative direction for the holding company and its business units in entering the new era of internet or web3. In WIR Group, he combines his branding knowledge, fondness for new media, and trend forecasting skill to deliver a creative solutions for the company and the clients in metaverse.Specialities: Branding and identity, brand essence and values creation, competitive analysis, trend research and foresight, content creation and management, media publishing