Mortar AI sets sights on Asia with Singapore office launch

Mortar AI, the marketing intelligence company that connects evidence-based measurement with real-time execution, has opened its first international office in Singapore, marking the start of its global expansion.

The Singapore office will serve as Mortar’s Asia regional headquarters, overseeing strategy, delivery, and market development across major markets including Indonesia, Malaysia, Thailand, Vietnam, the Philippines, Japan, South Korea, and India. Operating from a central hub, Mortar aims to provide clients with consistent measurement frameworks, unified operational standards, and rapid deployment capabilities, while tailoring solutions to each local market.

The Singapore hub will also serve as a blueprint for future international rollouts, with additional launches planned in 2026.

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Accompanying the expansion is the appointment of Shane Mitchell as APAC strategy director to lead Mortar's Asian operations. Mitchell is a growth, technology and AI transformation leader with over two decades in the tech and media sectors. His previous roles include chief marketing officer at AI Ontech Group, chief customer officer at Exact A.I. and chief digital officer at Mediacorp.

In his new role, Mitchell will oversee regional strategy and client partnerships, helping brands and agencies enhance marketing accountability and performance. His past leadership roles include positions at Exact AI and other digital and technology-focused businesses.

“By anchoring ourselves in Singapore, we can manage and support every key Asian market from one strategic hub. Welcoming Mitchell to lead our regional strategy ensures we have the experience and vision to deliver on that promise. His track record in driving transformation across various organisations makes him the ideal partner for our clients and our team," said James Zipeure, group CEO of Mortar AI.

Commenting on his role, Mitchell said “Asia has a dynamic and rapidly evolving advertising landscape, and Mortar is arriving at just the right moment."

"Business and marketing leaders now have a real opportunity to unlock new value by combining Mortar’s global platform with deep local insights. I’m excited to help our clients cut through complexity and create evidence-led measurement and growth strategies," he added.

The move follows Mortar’s appointment of former oOh!media chief revenue and growth officer and Yahoo APAC head, Paul Sigaloff, as global chief customer officer. In his new role, Sigaloff will lead global customer strategy, focusing on adoption of its core products. He will also be responsible for embedding customer-focused practices and shaping new services as the company scales.

Mortar AI's launch in Singapore follows a number of other AI companies seeking new growth in the region. In July this year, Italian tech and media company Cognitive AI opened a new office in Singapore, appointing Rohan Lightfoot as its CEO to lead operations across APAC.

With its APAC entry, Cognitive AI will bring the region an innovative approach to digital media buying by combining its proprietary Persistent ID with advanced artificial intelligence algorithms. This technology delivers deep, actionable consumer insights that power more effective programmatic campaigns, said the company in a statement seen by MARKETING-INTERACTIVE at the time.

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