<![CDATA[As digital creative agencies handle multiple brands across different platforms, the need to maintain a clear and consistent brand voice becomes increasingly important. The paper explores how the Social Media Officer (SMO) at PT Idein Kreatif Indonesia manages this task while navigating the daily demands of content production. The analysis draws on Communication Accommodation Theory to understand how the SMO adjusts tone, rhythm, and language style to match the character of each platform, and on Symbolic Interactionism to see how meanings are shaped through collaboration with designers and decision-makers. Using a qualitative case study approach, the research is based on interviews, direct observation, and internal documents such as brand guidelines and the Creative Communication Strategy. The findings reveal several key practices: adapting the brand’s persona for different platforms, maintaining alignment between verbal and visual elements, and handling the practical challenges that appear in fast-paced creative work. These insights show that brand voice management is not simply a technical routine but a continuous process that involves negotiation, interpretation, and teamwork. The paper concludes by emphasizing the strategic role of SMO in shaping how brands “sound” and “show up” in today’s digital landscape. Dalam perkembangan industri kreatif digital, tuntutan untuk menjaga konsistensi brand voice semakin besar, terutama bagi agensi yang menangani berbagai platform sekaligus. Tulisan ini membahas bagaimana Social Media Officer (SMO) di PT Idein Kreatif Indonesia menata dan menyesuaikan gaya komunikasi brand dalam proses produksi konten sehari-hari. Dengan menggunakan Teori Akomodasi Komunikasi, pembahasan menyoroti bagaimana SMO menyesuaikan pilihan kata, ritme, dan cara bertutur agar sesuai dengan karakter audiens tiap platform. Sementara itu, pendekatan Interaksi Simbolik digunakan untuk melihat bagaimana makna pesan terbentuk melalui interaksi dengan desainer dan pengambil keputusan. Penelitian dilakukan dengan metode studi kasus melalui wawancara, observasi, dan telaah dokumen internal seperti brand guidelines dan Creative Communication Strategy. Temuan menunjukkan bahwa pengelolaan brand voice melibatkan adaptasi persona merek, penyelarasan elemen verbal dan visual, serta penanganan tantangan yang muncul ketika ritme kerja berubah-ubah. Keseluruhan proses memperlihatkan bahwa menjaga brand voice bukan tugas teknis semata, melainkan proses strategis yang menuntut interpretasi, koordinasi, dan pemahaman mendalam terhadap identitas merek. Melalui hasil ini, peran SMO tampak semakin penting dalam membentuk kehadiran digital sebuah merek.]]>
