Aditya Rao named new head of Performics Malaysia

Performics Malaysia has promoted its director of client solutions, planning and research Aditya Rao, as the head of performance media, effective immediately. Rao is tasked to drive and support the growth of client brands under Performics and seek new measure to maximise its success within the marketplace.

He will also oversee Performics offerings which will include planning and insights, analytics and technology, performance content, performance media and performance consulting to clients, particularly those demanding more sophisticated and integrated solutions.

Rao replaces Stan Chew, former general manager (GM) of VivaKi Malaysia and Performics Malaysia who exited the network several months back. A spokesperson of Performics, leading global brand in performance marketing, which is also a part of Publicis One in Malaysia, said the new appointment is expected to "strengthen its position as a data-driven business leader."

Rao brings with him 8 years of media experience from across Malaysia and India. The agency said, since joining Performics a year ago, Rao has led the digital solutions team, groomed digital resources across the group, and had specific responsibilities of driving digital operational excellence across the agency through systematic processes. He also helped to enhance the agency's digital capabilities and increase digital performance of client marketing budgets, amongst others.

Andrew Leong, Publicis One’s growth officer - media, said, “What clients are looking for these days are to always be one step ahead of competitors, and it all boils down to the measurable performance of marketing activities. Our clients expect to see performance from every decision point along the customer journey and at a much deeper level than clicks or impressions."

"Rao has successfully led our most complex engagements and I’m confident in his leadership in Performics to bring the company to greater heights and to lead a team that produces excellent results for our clients,” he added.

Performics' suite of solutions is built upon a foundation of data and technology to uncover intent - understanding on how consumers decide across touchpoints to drive client revenue. Performics' notable clients include Samsung, AirAsia, Mars, Wrigley, Visa, Iclif, Mah Sing Group and Mead Johnson.