Control v Exposed expands into APAC via tie-up with digital marcomms firm Current Asia

Performance marketing agency Control v Exposed (CvE) has tied up with digital marketing and media firm Current Asia to expand its operations in Asia Pacific. The strategic partnership involves expansion into Malaysia, the Philippines, Thailand, Indonesia, China, Australia and New Zealand.

Leading CvE Asia is David Ketchum (pictured), who is currently CEO of Current Asia. Formed in early 2019, CvE established a regional presence in Singapore last year as part of a plan to deliver digital campaign consulting and buying capabilities to brands in the region. The company deploys data, technology and consulting services to identify the right audiences that generate business returns for brands.

A division of US-headquartered, independent company Goodway Group, CvE currently has relationships with several programmatic and data companies, including The Trade Desk and Oracle. Among its list of services include full-service digital media, programmatic in-housing and implementation, performance and media audits, and consulting and analytics.

Meanwhile, Current Asia was established in 2015 by Ketchum and creates data-driven campaigns that engage customers at each stage of the marketing funnel. Its regional customers are located across the region, from Singapore and Hong Kong to mainland China, Taiwan, Southeast Asia and Australia. Current Asia’s clients range from early stage start-ups to global brands, and include CLSA, EY, Flexport and professional services provider TMF Group.

Paul Frampton, president, CvE International, said Asia Pacific is a really exciting region for the company with a ton of growth potential.

"We are excited to support our international clients in the region but also to have the opportunity to work increasingly with Asian brands that are looking to global markets for expansion. I am really excited to be partnering with Current Asia CEO David Ketchum and his team as they deeply understand the nuances of the different Asian markets and bring compelling technology and content solutions to the table," he added.

Meanwhile, Ketchum said: “CvE has built a powerful engine for brands and agencies to effectively deploy programmatic advertising. CvE’s consultative approach to digital marketing has been highly valued by clients in the US and Europe, so we are excited to bring this specialist expertise to marketers and senior media executives in Asia Pacific.”

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