Matterkind reshuffles SG and MY leadership to boost APAC growth strategy

Interpublic Group’s activation intelligence company Matterkind has shuffled its leadership in Singapore and Malaysia as part of its continued growth strategy to support increased addressable activation opportunities across the Asia Pacific region. 

Lani Jamieson (pictured left), former head of Matterkind Singapore and Malaysia, has been appointed to the newly created regional leadership position of head of client solutions, APAC with effect from July 2021. Jamieson will manage a portfolio of key Matterkind client accounts, collaborating with stakeholders across Matterkind, Mediabrands and client brands to deliver the use of data and technology, creative and addressable activation. Prior to joining Matterkind, Jamieson was programmatic director at Omnicon Media Group for three years before joining DWA as head of biddable media for a year, according to her LinkedIn profile.

Micaela Soyza (pictured centre), formerly Matterkind Malaysia’s director of addressable strategy has been appointed to head of Matterkind, Malaysia with immediate effect. Before joining Matterkind, Soyza helmed the role of country manager at Ydigital Asia before she moved on to Cadreon as campaign director, holding both roles for two years each, her LinkedIn said.

Marrah Africa (pictured right), former APAC lead, global learning solutions has been appointed as director of addressable strategy, Singapore. In this new capacity, effective immediately, Africa will marry her extensive product knowledge with her prior digital investment management experience to strengthen and differentiate the agency’s addressable strategy in the market. Africa was a former associate director at Kinesso, where she held the position for two years. Prior to that, she was MediaMath's NMI global expansion manager, certification and program lead, APAC for three years, based on her LinkedIn.

According to Matterkind APAC MD Matt Ware, the Matterkind APAC regional layer will expand over the next year with a focus on adding incrementally to its APAC markets, empowering its teams to achieve excellence in conscious marketing through addressable activation and advisory services.

Ware added that the three key appointments were critical to continue developing Matterkind’s differentiated people-first ethical solutions across APAC markets, as it continues to grow its addressable activation opportunities. He will work in partnership with Jamieson in her new client solutions capacity to implement the regional strategy. Meanwhile, Ware said Soyza's appointment was a testament to her contribution to the business over the past three years. “She has the right technical knowledge, and strategic leadership skills to continue evolving this important market proposition,” he added.

With regards to Africa's appointment, Ware said she has done "a fantastic job in developing agency knowledge across the region, leveraging proprietary tools to deliver efficiencies and effectiveness to client campaigns”.

Ware was appointed to his role in February this year to drive the adoption of new solutions and development strategies. Ware reports to global CEO of Matterkind Erica Schmidt. Separately, IPG also saw a leadership change at the start of this year, where it named Philippe Krakowsky as CEO and member of the board of directors, succeeding former CEO Michael Roth.

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