CtrlShift hires ex-The Star and Lowe executives

Independent digital marketing company CtrlShift has made additions to its leadership team.Joining are Serm Teck Choon(pictured) as head of product and Ikmal Heidir as head of client success.With a background in digital, Serm will lead the product innovation team in creating new programmatic solutions for advertisers and publishers.He has nearly two decades of experience from Malaysia’s leading news portal, The Star Online, where he worked as the head of products (digital). He also served as head of measurement & audit at the Malaysian Digital Association.Ikmal brings over seven years of client management experience from agencies such as Ogilvy & Mather, J. Walter Thompson and Lowe and Partners.Serm said: “CtrlShift’s programmatic solutions give publishers and advertisers the means to better serve their consumers’ digital needs, with data, in real-time. I was given a strong mandate to build and manage an ambitious pipeline of product innovation, paving the programmatic way in Asia.”Ikmal said: “The shift in the industry from traditional to digital platforms is thrilling. The CtrlShift team and I share a strong view that innovation should not come at the expense of service quality. I look forward to fulfilling our goal of client service excellence, delivered through advanced technology with a human touch.”“Serm and Ikmal are well-known industry heroes and we are glad to have brought them on board,” said Mohan Mahapatra, head of people & culture at CtrlShift.“Today, we are an even stronger team and we are pleased with our ability to attract the top guns," Mahapatra added.