Microsoft appoints Publicis Media to manage digital merchandising business

Microsoft has appointed Publicis Media's commerce division to manage its digital merchandising business. The partnership will focus on e-content delivery for e-retailers, with Publicis Media responsible for seven markets across Asia Pacific. This includes Singapore, Malaysia, Indonesia, the Philippines, Vietnam, Thailand and South Korea. Work will be carried out across several lines of businesses including Windows, Office, Xbox and Surface.

Publicis Media most recently made three senior hires for its commerce division. Ranuak Mehta was appointed head of e-commerce strategy and consulting; Gosia Rakowska as head of e-merchandising; and Kate Tan as e-commerce strategy. All three report to Ken Mandel, president of innovation and commerce, Publicis Media Asia Pacific.

Prior to his new appointment, Mehta worked at Zalora for over two years as category director, during which he was responsible for end-to-end ownership of the categories in the men's fashion and sports businesses, ranging from business strategy and development to profit and loss management. Before joining Zalora, Mehta worked at Flipkart for over three years, and also held stints at Cognizant Business Consulting and Tata Consultancy Services.

Rakowska leads the e-merchandising solutions division to work closely with brands and e-retailers. Before joining Publicis Media, she worked as a digital director at Saatchi & Saatchi Singapore. Prior to that, Rakowska was with Polish ad network Businesses Ad Network for over two years, where she was responsible for the sale of advertising space.  Rakowska also worked at Nasza Klasa Sp as a senior client consultant for more than four years, and was also responsible for selling advertising space on Nasza Klasa's online portal, as well as its mobile site.

Meanwhile, Tan hails from a background in start-ups, e-commerce and tech, from starting her own online retail store, Eriin Creatives, which was eventually acquired by an Indonesian e-retailer. Among the list of clients she currently services include P&G and Lazada. Prior to joining Publicis Media, Tan was a creative director at Eriin Creatives for more than five years, and her past clients included Flutes, Pomelo Fashion, The Change School and One Cent Movement. Before that, she was international manager for Netccentric's microblogging platform Dayre, and an APAC role for Santa Monica-based mobile platform Victorious.

“We are thrilled to have Microsoft come on board. Publicis Media is the first to offer comprehensive support and offerings at the intersection of media and commerce. We look forward to putting this expertise to work for Microsoft and driving more frictionless experiences and accountable spends,” Ken Mandel, president of innovation and commerce, Publicis Media Asia Pacific, said.

Publicis Media’s commerce division was first launched in Asia Pacific in partnership with Interactive Solutions. By combining Publicis Media’s media buying, planning and analytic capabilities, the commerce division aims to position itself to provide businesses a unique service offer that holistically blends demand generation and e-merchandising services.