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Mindshare expands Asia Pacific regional trading team

12-August-2013
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Mindshare expands Asia Pacific regional trading team

Mindshare Asia Pacific has roped in Adam Marshall as its new Head of Trading, Asia Pacific. Marshall replaces Nick Binns, who moves to his newly expanded role at GroupM as Deputy Head of Trading for Asia Pacific, reporting to Andrew Meaden.

Marshall joins Mindshare from OMD Australia, and will be based at Mindshare’s regional HQ at Singapore. Prior to OMD Australia, he has worked in trading roles in London, with OMD and Initiative, and also with Capital Radio. Marshall will focus on Mindshare’s implementation planning and, trading offering, and adoption of new trading platforms and practices.

Mindshare has also hired AnneMarie Tanke in the newly-created role of Head of Value Management, Asia Pacific. Tanke will focus on media value delivery, which includes media pricing, inflation management, tracking and reporting for key regional clients. She was previously at Accenture Netherlands, providing media consultancy, account management and central coordination for local and multinational blue chip clients, including FrieslandCampina, Philips, Heineken, VimpelCom, Sara Lee, Danone and ING. She will also be based at Singapore and report to Marshall.

As typical of emerging markets, media inflation continues to be a significant challenge for marketers, with demand for traditional premium advertising inventory running well ahead of supply. At the same time, the rapid infusion of technology into media is leading to increased availability of data, better insights and opportunities for trading and value management. The new trading platforms being put into place now for digital media will expand and fundamentally change the way audiences are targeted and traded for brands – with programmatic buying and real time bidding becoming more prevalent. These developments are increasingly going to allow marketers to respond in near real time to consumers, at best possible piece points, and create customised brand experiences to improve their RoI.

Ashutosh Srivastava, Mindshare Chairman for Emerging Markets remarked, “This is the best time to be in our industry. Mindshare, along with GroupM, is making significant investments to lead the market developments in this area. Adam and AnneMarie’s appointments are part of that plan to accelerate this development, and enhance the value we create for our clients through better trading, in this complex and changing marketplace.”

AnneMarie begins her new role effective immediately, while Marshall joins end of September.

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