Performics names new director for Singapore ops

Performics, a Publicis Media company, has appointed Freddie Taylor (pictured) as director for Singapore. He will be focusing on four key areas of responsibilities - business development, innovation, programmatic, and marketing.Taylor hails from London, where he led a digital trading and activation team as part of Mediacom’s Investment division for over three years. Prior to that, Taylor has over eight years of digital experience including digital performance media at Omnicom Media Group’s Annalect division.“The addition of Freddie to our team is part of Performics’ long-term plan of hiring talent who are capable of introducing new ideas and approaches to the network and clients. Freddie’s diversified digital expertise will further strengthen Performics’ focus on best-in-class performance marketing,” added Vivian Yeo, managing director, Performics Singapore.Reporting into Yeo, Taylor will work for Performics agency brands supporting the Publicis Media network – Zenith, Starcom, Mediavest and Spark, Optimedia Blue 449.“I am pleased to have joined Performics Singapore at such an exciting time with abundant opportunities in store. The Performics business is growing rapidly, driven by a fantastic team led by Vivian, and I aim to help continue this upward trajectory by further developing the business,” said Taylor.In a conversation with Marketing, he added that certain markets in APAC have certain clients who are already very mature, but in general there is room for growth and improvement. Clients in APAC, like everywhere else, are concerned by the level of quality and transparency offered by programmatic buying"This is especially prevalent in clients who are used to investing 70-80% of their marketing budget in to traditional media such as TV or print and therefore haven’t worked with digital channels for as long. Education is key to ensuring that all aspects of the programmatic landscape, whether that be clients, tech partners or media owners, are able to maximise the benefits and efficiencies that come from programmatic buying," he added.