Light Reaction launches in Hong Kong

Light Reaction, an outcome-driven performance advertising agency that is part of WPP’s Xaxis, announced the launch of operations in Hong Kong to further expand its presence in Asia.The agency's platform was created after Xaxis’ acquisition of ActionX combined with GroupM’s QUISMA tool and Xaxis’ own Turbine.Hong Kong’s launch would solidify the agency's presence in 32 markets across North America, Europe, Asia and the Middle East, Light Reaction said in a press release."By leveraging on data, creativity and technology, Light Reaction ads continue to get smarter; the data stream between expected audience outcome and machine learning allows the team to set forth high-quality outcomes on a regular basis," said Melanie Lo, CEO Hong Kong, GroupM. "Already a success within sectors of the Asia Pacific regions, we are excited for the launch of Light Reaction in Hong Kong."