IPG Mediabrands' adtech unit Cadreon hires new Malaysia GM

Cadreon, the programmatic AdTech unit of IPG Mediabrands, has appointed Kenneth Wong (pictured) as general manager in Malaysia. He reports to Yean Cheong, head of programmatic, Asia Pacific, based in Singapore.

Based in Kuala Lumpur, Wong, will be responsible for the operations and product development of the company, which also services Singapore, Indonesia, Thailand, Philippines, Hong Kong, South Korea and Vietnam.

Under this new role, he would be instrumental in ensuring operationalisation and improvisation of the company's proprietary programmatic platform Unity. This includes regular active evaluation of relevant adtech and data partners for integration into the Unity ecosystem.

Wong was previously head of digital at Carat Media Services. He has had experience in the digital space, incorporating both agency and client perspectives. In the last fourteen years, he has worked with brands such as Air Asia, Mondelez, Panasonic, IKEA and Standard Chartered Bank.

Moreover, Wong also held the position of president for the Malaysian Digital Association from 2014 to 2016, and continues to support the MDA in digital publishing and advertising matters.

“We are really delighted that Wong has chosen to join us, and with Wong’s positivity, energy and diverse digital experience, we are confident that he will be a valuable asset to Cadreon, to our agency partners and clients,” said Cheong.