IPG Mediabrands' UM names new APAC chief product officer

UM, IPG Mediabrands's strategic media agency, has appointed Ben Tuff (pictured) to the newly created role of chief product officer, UM APAC, effective immediately. Based in Singapore, Tuff will report to president UM APAC, Kasper Aakerlund.In his new role, Tuff will oversee UM research, analytics, and decision sciences to drive the delivery of Better Science, an integral component of UM’s core proposition of "Better Science, Better Art, Better Outcomes". He was previously global marketing advisor at Fanfare Global and managing partner, Singapore and global solutions at MEC, now known as Wavemaker.Tuff has more than 22 years of experience across multiple categories including FMCG, travel, luxury and retail across APAC and the UK. He also worked on both the client-side, spending fourteen years in PepsiCo, as well as the agency-side at WPP and Omnicom."Working with Aakerlund and the talent across the APAC markets, I am thrilled to be playing my part in enabling UM deliver the outcomes our clients need to adapt to, leverage and grow within the ever changing media landscape," Tuff said.Tuff said of his appointment, “I am hugely excited to be joining UM and be leading the Better Science component of the UM offer across the APAC region in partnership with the market leads and product officers. He added that intelligent connection of data to drive meaningful client business solutions has always been his passion.“The creation of this role is a clear indication of our focus on the continual development and delivery of effective precision marketing. I look forward to working hand in hand with Ben to drive the growth and delivery of UM’s product, performance and reputation across the region," Aakerlund said.