Cadreon

2018 is the year to realise the promises of effectively integrating data, tech and creativity to truly understand consumer journeys, and engage audiences in meaningful ways, that lead to tangible business outcomes.

2018 could also be the year that we see the term Programmatic becoming extinct. Fundamentally the walls between consumer touch points, media channels and their trading approaches will dissolve. The only variable would be whether a media investment decision has been taken on the basis of relevant data or not. Therefore, innovation in the programmatic space would ironically not only eliminate the word, but actually unify various components of data, platforms and creativity.

If there is one thing Asian marketers want out of programmatic, it is help with integration and data insights. With so much focus now on analytics, marketers will need a way to tie all the data together to drive more informed decisions.

They also want these insights to enrich storytelling across all marketing and communications activities, says Yean Cheong, Cadreon’s Asia-Pacific head of programmatic, which is part of the IPG Mediabrands agency group that manages USD$39bn (£29.1bn) in marketing budgets on behalf of its customers. The group has more than 9,000 employees across more than 130 countries.

In this Q&A with ExchangeWire, Cheong explains why she welcomes new competitors in the market and why programmatic is not the magic wand that marketers think it to be.

Close to his one-year anniversary as Hong Kong ‎CEO at IPG Mediabrands, Kasper Aakerlund shares his initial ‘market shock’ when he first came on board last July after 27 months at GroupM, where he was COO for Vietnam and Indonesia. During his tenure there he was involved in designing and launching the company’s digital performance unit GroupM Connect Vietnam (search, social and programmatic), considered a sister entity to Xaxis.

Could you recap your early days at IPG after doing your first few rounds of meeting Hong Kong advertisers and publishers?

I see opportunity with programmatic buying in Hong Kong, for sure. We, as an industry, haven’t been good enough to explain to advertisers about the advances of programmatic. That’s the reason why we are investing so heavily in programmatic here, because I see blue-ocean opportunity for our clients that I want to let them tap into.

Brand-safety technology is developing right now and making it possible for us to only enter a pre-bid auction if anti-fraud tools show no traces of a fraudulent impression or site. These tools put mechanisms in place which were not possible before. And that’s why I’m surprised that brand safety is being shot at as the reason why we shouldn’t buy programmatically.

Brand safety has always been a challenge but I don’t believe that not buying programmatically is going to help. I most definitely believe it’s the opposite. In digital, everything can be bought programmatically and is measurable, so buying manually is sometimes creating more risks.

The media innovation specialist group, IPG Mediabrands Japan announced the appointment of Hiroki Ito to Head of Cadreon, the Ad Tech unit responsible for developing best-in-class programmatic technology solutions, effective immediately.

Hiroki will report to both Anthony Plant, CEO of IPG Mediabrands Japan, and Yean Cheong, Head of Cadreon APAC.

Hiroki has over 17 years of experience in digital marketing, with expertise gained at both Japanese and global leading brand names such as Netyear, Oracle, Wunderman, and more recently 4 years at Google.

IPG Mediabrands has received an impressive total of 30 shortlists for the upcoming Festival of Media Global Awards. Coming off a strong showing at Festival of Media APAC awards, this is more testament to IPG Mediabrands’ strong global network, the shortlisted entries represent work produced by UM, Initiative, Cadreon and Ansible; with 9 of the finalists coming from the IPG Mediabrands Asia-Pacific region.

Section Category Entry title Entering Company Entering Country
CONTENT Best Branded Content Creation Award LISTERINE “Bring Out the Bold” UM Philippines
CONTENT Best Branded Content Creation Award The Person Who Changed My Life UM USA
CONTENT Best Use of Content Share a Coke, Share a Song UM USA
CONTENT Best User Generated Content Share a Coke, Share a Song UM USA
INSIGHT Best Insight Award Bittersweet Pies UM Romania
INSIGHT Best Not-For-Profit Campaign Doorstep School: A street naming event for Social Change Lodestar UM India
INSIGHT Best Targeted Campaign Clean & Clear #SeeTheRealMe Arab teens get social J3 MENA UAE
INSIGHT The Creative Use of Data Award Benadryl – Compass UM London UK
INSIGHT The Creative Use of Data Award Sound of the Suburbs UM Sydney Australia
INSIGHT The Utility/Public Service Award Bittersweet Pies UM Romania
MEDIA Best Engagement Strategy Bittersweet Pies UM Romania
MEDIA Best Engagement Strategy Short Films Potatoes Disappearing Initiative Colombia
MEDIA Best Event/Experiential Campaign Big C: At the Heart of the Matter UM Thailand
MEDIA Best Event/Experiential Campaign Doorstep School: A street naming event for Social Change Lodestar UM India
MEDIA Best Media Partnership Award Dove’s Colourful Partnership Initiative Argentina
MEDIA Best Media Partnership Award The Late Shift UM Sydney Australia
MEDIA Best Use of an Influencer A new Axe for a new man Initiative Uruguay
MEDIA Best Use of an Influencer Share a Coke, Share a Song UM USA
MEDIA Best Use of an Influencer Wiggles UM Sydney Australia
MEDIA Best Use of Traditional Media Axe Visual Radio Initiative Argentina
MEDIA Best Use of Traditional Media Sprite Cricket Stars Radio Hijack UM MENA UAE
MEDIA Best Use of Traditional Media The Late Shift UM Sydney Australia
MEDIA Best Use of Video The coolest way to freeze hunger Initiative Mexico
MEDIA The Creative Use of Media Award The Field Trip to Mars UM USA
TECHNOLOGY Best Use of Geo-Location Hyundai Dealer Stealer Ansible Australia
TECHNOLOGY Best Use of Mobile Absolut Buenos Aires UM Argentina
TECHNOLOGY Best Use of New Technology The Field Trip to Mars UM USA
TECHNOLOGY Best Use of Programmatic Technology Cleaning expert needed? Cadreon Argentina
TECHNOLOGY Best Use of Programmatic Technology Dove’s Programmatic Colours Initiative Argentina
TECHNOLOGY Best Use of Programmatic Technology The coolest way to freeze hunger Initiative Mexico

IPG Mediabrands has named Arun Kumar as the group’s first-ever Chief Data & Marketing Technology Officer. In this role, Mr Kumar will focus on the development, prioritisation and management of the group’s data, technology and applications. Mr Kumar will continue to manage the global operations of Cadreon, IPG’s ad tech unit, which will play a key role in developing next generation platforms and products; he will also now oversee the Mediabrands Insights and technology divisions.

Collectively, the group now reporting into Mr Kumar will be responsible for all data-driven solutions and analytics infrastructure within Mediabrands, which once fully-developed and scaled will be leveraged to support the IPG network, including its creative and marketing services assets. As such, Mr Kumar will report to Philippe Krakowsky, Chairman of IPG Mediabrands and Chief Strategy Officer for IPG.

IPG Mediabrands Singapore has launched Cadreon, a specialist programmatic agency in a bid to expand its programmatic media capabilities. Existing IPG Mediabrands Singapore clients that have been working with Cadreon include Johnson & Johnson, Maybank, Cathay Pacific and Amazon, to name a few.

According to David Haddad, managing director at IPG Mediabrands Singapore, the move comes as the agency sees an accelerated interest and adoption of programmatic media from clients both in the Singapore market and those operating internationally.

Ad technology business Cadreon, part of IPG Mediabrands, has notched up another first for the Australian media industry with a new platform that allows digital catalogues to be marketed programmatically. Cadreon has developed its new platform from multiple technology sources such as MediaMath, Rubicon and AppNexus. The agency’s clients can now programmatically reach potential customers

Today, TubeMogul (TUBE), a leader in software for brand advertising, announced that marketers can now purchase linear television inventory through TubeMogul’s programmatic TV (PTV) platform via private marketplaces and automated direct deals. Cadreon, the digital marketing services platform of IPG Mediabrands, has beta tested the new product exclusively within their advanced TV platform developed in