GroupM’s Xaxis to launch in India in 6 months

21 May,2012

By A Correspondent


Xaxis, a GroupM company that is part of the WPP, has announced the opening of its headquarters in Singapore to serve the Asia-Pacific region.  With this launch, Xaxis is initiating an aggressive plan in the region with nine market roll-outs planned over the next six months – these new markets will include India, Malaysia, Taiwan, Vietnam, Indonesia and Hong Kong.  The existing Xaxis operations in Australia will also come under the umbrella of the new headquarters, which represents the industry’s most comprehensive network of digital endpoints across online, mobile, social and video platforms.


Global digital media executive Michel de Rijk will lead the practice, joining Xaxis as Managing Director, Asia-Pacific. Prior to Xaxis, Mr de Rijk served as a senior executive at digital ad firm EyeWonder, where he was responsible for launching operations in the Asia-Pacific, Benelux and Middle East regions.  During his four years with EyeWonder, Mr de Rijk served in several roles throughout each region and introduced the first ad-view-time metric to gain insights into the actual visibility of an ad. Previously, de Rijk worked for Dutch publisher De Telefoongids.


“As the largest audience-buying company in the world, Xaxis has an unmatched understanding of the global digital media-buying space along with local presence and expertise in each market it operates in,” said Mr de Rijk.  “This combination allows Xaxis to deliver proven audience solutions that are custom-fit for executing targeted campaigns market by market.  From mobile in Indonesia to video in Taiwan, Xaxis offers maximum precision when delivering ads in all markets.”


Xaxis provides audience buying solutions to more than 700 global advertisers, delivering over 300 billion impressions each year.  The proprietary Xaxis data management platform (DMP) houses the largest collection of unique anonymous audience portraits. Additionally, as a universal and neutral data management platform, the Xaxis DMP allows advertisers to measure attribution, offline ROI, audience insights and brand impact based on the entire digital plan, not just the Xaxis portion of the plan.


“This commitment to expansion throughout the Asia-Pacific region follows a year of success and growth in North America, Europe and Australia,” noted Brian Lesser, CEO of Xaxis.  “Ad spend in the region is expected to reach $170 billion within the next two years with online ad spend making up 31 per cent of the growth. Our clients have asked us to apply our knowledge and experience executing audience campaigns to the region.  This launch displays the first step in our commitment to the region and will be followed with an aggressive expansion.”


Mark Patterson, CEO GroupM Asia Pacific, commented: “We have ambitious plans with Xaxis in the region. Our drive for value and improved audience delivery for our clients, as well as ownership of that capability – versus outsourcing as many groups do – will help us deliver on both, securely and rapidly, for our clients across the region and the digital spectrum.”


Through its proprietary platform, Xaxis offers advertisers a single, comprehensive resource from which to reach and engage with global audiences across the universe of digital media.  Xaxis, which offers its proprietary platform for Group M media agencies Mindshare, Maxus, MEC and MediaCom.


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