Light Reaction, an outcome-driven performance advertising agency that is part of WPPâ€™s Xaxis, announced the launch of operations in Hong Kong to further expand its presence in Asia.
The agency’sÂ platform was created after Xaxisâ€™ acquisition of ActionX combined with GroupMâ€™s QUISMA tool and Xaxisâ€™ own Turbine.
Hong Kongâ€™s launch would solidify the agency’s presence in 32 markets across North America, Europe, Asia and the Middle East, Light Reaction said in a press release.
“By leveraging on data, creativity and technology, Light Reaction ads continue to get smarter; the data stream between expected audience outcome and machine learning allows the team to set forth high-quality outcomes on a regular basis,” said Melanie Lo, CEO Hong Kong, GroupM. “Already a success within sectors of the Asia Pacific regions, we are excited for the launch of Light Reaction in Hong Kong.”