IPG Mediabrands Singapore has launched Cadreon, a specialist programmatic agency in a bid to expand its programmatic media capabilities. Existing IPG Mediabrands Singapore clients that have been working with Cadreon include Johnson & Johnson, Maybank, Cathay Pacific and Amazon, to name a few.
According to David Haddad (pictured right), managing director at IPG Mediabrands Singapore, the move comes as the agency sees an accelerated interest and adoption of programmatic media from clients both in the Singapore market and those operating internationally.
It has also appointed Khairul Helmi (pictured left) as client service manager of Cadreon. In his new role, Helmi will report to Haddad and Jacob Teo, head of digital for IPG Mediabrands Singapore. Prior to his new role, Helmi was a digital media manager at the agency, and had worked at IPG Mediabrands for four years.
He will be supported by programmatic media engineers and certified trainers to help clients with the development of programmatic campaigns. Also located at IPG Mediabrands in Singapore is Cadreon’s Asia Pacific head Yean Cheong, a member of Cadreon’s global leadership board.
One part of the expansion will see the implementation of existing global Cadreon solutions into Singapore including Cadreon Unity; a proprietary cloud based platform that unifies technology, operations, workflow and analytics in a single interface.
“Media investment is truly a dynamic sector and as technology evolves and marketers adapt to take advantage of new opportunities to connect with consumers, programmatic media is increasingly an attractive option,” he added.
“The digital infrastructure in Singapore is world leading and that has enabled Cadreon to scale its capabilities very quickly. Now we are looking ahead and evaluating how programmatic can be deployed across other channels besides online, including digital outdoor and linear TV, taking learnings from across our global Cadreon network” said Helmi.