IPG Mediabrands’ Cadreon taps Micaela Soyza as campaign director

IPG Mediabrands Malaysia’s adtech unit, Cadreon, has named Micaela Soyza (pictured) campaign director. In her new role, she will focus efforts across all IPG Mediabrands client pods, infusing media strategy with the latest and best programmatic approaches and technologies.She is also responsible for translating brand campaigns into measurable digital KPIs, and supporting flawless execution through smooth technical implementation and quality assurance processes. Soyza will also ensure that goals are achieved via aggressive optimisation, and will take charge of clearly communicating Cadreon results via custom reporting live dashboards and skilled presentations.Soyza was previously the country manager for Ydigital Asia in Malaysia and has experience incorporating both online and offline media across an array of clients such as Maybank, Air Asia, MINI, OCBC and Mattel. Her appointment further strengthens the Cadreon team under GM Kenneth Wong, which has tripled in size over the past year, the press statement said.Wong said the addition of Soyza allows for the very latest in programmatic advances and AI to be brought forward to IPG Mediabrands client and agency partners to demonstrate the best in industry practices.“She will work closely with the team to drive for higher levels of efficiencies, insights and ROI with the backing of Cadreon’s deep experience in the APAC region,” he added.