Verizon Media’s Justin Orkin moves to Control v Exposed to launch in APAC

Verizon Media’s Justin Orkin moves to Control v Exposed to launch in APAC

Performance agency Control V Exposed (CvE) has launched in the Asia Pacific region, hiring former Verizon Media programmatic lead Justin Orkin as vice president of global business strategy.

The business is launching into APAC with the aim of taking its proposition around advising brands on measurable digital ad investment to the region.

Orkin has joined the business and moved to Singapore to lead this expansion, after having already worked with some clients in the region while at Verizon.

Speaking to the Drum, Orkin said: “The broader consumer and economic trends in APAC mean more consumers are experiencing more choices in the brands they engage with. Combined with the growth of the region, CvE has established a physical presence in APAC to realize this growth and evolution with the brands themselves. Every market in APAC represents a different kind of importance and value for us. We will ultimately look to help brands focus on where their investment best helps them achieve their business goals.”

CvE, a part of the Goodway Group, runs with mostly remote working staff, which Orkin believes that this history of flexibility will be well suited to the APAC region.

“Our company culture centres around creating continuity and trust with our employees. All of our team members work remotely, and this fosters a sense of flexibility and transparency as everyone is held accountable for the work produced for clients. We genuinely care about our team members and want to help them grow as individuals. Without this spirit and dedication to people development, we wouldn’t be celebrating 90 years as an independent company. Our heritage and strength is a great foundation for expansion into APAC. We’ll look to leverage our customer culture focused on measurement and proof in order to help brands in the region create a lift-based roadmap for maximum success,” he said.

The CvE launch comes amid a flurry of new agency models and names launching into the Asia Pacific region, via Singapore. Firstly, Sorrell’s S4 has launched an office in Singapore which will fuse its Mediamonks and Mighthive business together. While US-founded Vayner Media is setting up its first APAC office in Singapore this year.

Orkin explains that brands are requiring new offerings because of shifts in the trends in the industry, fuelled by the increase of data and the ability to measure digitally.

“Marketing has moved from pseudo-science to real science. A great analogy that demonstrates this is the pharmaceutical industry. We once used elixirs and a guess at what may work, but now we rely on complex biochemistry and molecular biology with double-blind studies to determine the validity of a medicine. Advertising similarly was once a guess, but tools now exist that help marketers be more confident in what drives true business growth and what creates real lift,” he explained.

To keep up with such changes, and to adapt the CvE model to the varied APAC market, talent will be an important factor in setting up the business, he said.

“The reception we’ve received from brands native to APAC as well as from multi-national brands with significant presences in Asia is even better than we expected. This will require significant hiring over the next six to 12 months. Through our parent company Goodway Group, CvE has created an extensive training program that allows us to focus on recruiting and hiring great people regardless of whether or not someone has experience in the space. We’ve hired a former sports broadcaster, a former Starbucks barista and dozens of other non-traditional backgrounds who have ended up becoming the brightest programmatic minds in the industry. One of our major goals is to help expand the universe of talent by providing significant training and upskilling potential employees in APAC who are interested in the space but may lack experience,” he explains.

With a lot of new businesses vying for the brand budget in Asia Pacific, on top of a competitive incumbent agency market, focusing on talent, culture and positioning will be an important challenge for CvE as it makes its mark on the region.

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