Former Amplifi MD Hasnain Babrawala moves to foodpanda APAC

Foodpanda has appointed Hasnain Babrawala (pictured) as the head of offline marketing for the APAC region. In a statement to A+M, a spokesperson said it is a newly-created role where Babrawala will report to Idan Haim, marketing director, foodpanda APAC.

Babrawala is tasked to oversee offline marketing strategies, including media procurement, to drive business and growth in the region. He was most recently the MD at Amplifi, the media innovation and investment arm of Dentsu Aegis Network. Amplifi was launched in Malaysia in September 2017.

A+M has reached out to Dentsu Aegis Network for comments.

During his two years there, Babrawala has helped to increase the programmatic buying share of overall media with the use of proprietary data to deliver a more efficient media buying offering, according to his LinkedIn profile. He also established the first consolidated investment accountability and audit expertise for the group comprising 24 members. Other key contributions include barter trading and negotiation with media owners to strike strategic partnerships and investments.

Earlier this year, Babrawala also took on the interim command to oversee operations of Posterscope and ensure that it stays at the forefront as one of Malaysia’s leading out-of-home media specialists. This came after Posterscope Malaysia CEO Omar Shaari left the agency for an early retirement.

Prior to Amplifi, Babrawala was the head of media trading and innovation at IPG Mediabrands Malaysia, optimising and monetising clients’ media budgets, among others. He has led and worked on key accounts such as Intel, Unilever, Johnson & Johnson and Reckitt Benckiser. He also spent time with Omnicom Media and Mindshare Fulcrum in the past.

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