VivaKi is expanding its addressable media business internationally with the launch of a Singapore-based Activation hub to service Asia Pacific.
The Publicis-owned agency kick-started the restructure of its addressable media business with the launch of an Amsterdam Activation hub earlier this year, aimed at centralising core activities including addressable buying across display, video, mobile and social media, and supporting all local European markets.
Now it has launched a Singapore hub with the view to “aggressively” scaling the Publicis Group trading desk Audience on Demand (AOD), while maintaining global consistency.
The new Activation hub will be headed by regional general manager Grace Liau, while a third one is being planned for China.
Jeffrey Seah, VivaKi country chair in South East Asia said: "Audience On Demand represents the epitome of laser-targeting consumers - a real-time matching of advertising inventory to consumer profiles. Just like programmatic trading in the financial stockbroking houses, AOD will bring an industrial-level of efficiency over "retail" media buying and will provide our agencies with the competitive advantage needed in our technology-infused industry."
The news comes as VivaKi also revealed a new hire to its UK team, appointing Meagan Lopez (pictured) to the newly created role of brand relations manager for AOD.
Previously Lopez headed up strategy across several Publicis Groupe agencies in the AOD Social Activation team for VivaKi in Chicago.
She will be responsible for driving growth of AOD in the UK and ensuring best practice across the extended AOD agency account teams, reporting to AOD’s head of activation Geoff Smith.