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planning, partner negotiation, adserving, campaign setup, monitoring, optimization and reporting – within a fully
independent, technology agnostic ecosystem that is open to all partners.
The innovative product was developed by Havas Group’s leading tech and math entity MFG Labs and is already
being used by traders to manage campaigns for clients via one central, shared platform. Its rich product ecosys-
tem already includes optional features such as Campaign Parameter Optimizers (powered by MFG Labs), DMP
Capabilities and Inventory Quality Assessment (powered by Artemis Alliance, Havas Group’s data capacity) and
Smart First-party Segments (powered by Constellation).
Havas Group is a pioneer of meta programmatic solutions. Together with MFG Labs, the company launched the
industry’s very first Meta-DSP in 2014 and the Media Quality Barometer in 2015. ◊
The Hoffman Agency, a communications consul-
tancy, announced that Caroline Hsu has taken on
the role of Asia Pacific managing director.
Hsu returns to the consultancy world after 20 years
of experience in marketing, communications and
branding. She recently served as chief marketing
officer of Appier, a technology company that makes it
easy for businesses to use artificial intelligence to
grow and succeed in a cross screen world.
Before joining Appier, Hsu was head of communica-
tions for Google Taiwan and Hong Kong. Previously
she led marketing communications at TomTom Asia
and Dopod (now HTC), as well as brand communica-
tions at BenQ. She started her career as a journalist
in the United States before joining EraOgilvy, a glob-
al PR agency now under the WPP Group.
Caroline Hsu
The Hoffman Agency generated record global revenue in 2016 at US$11.3M with over 50 percent of the revenue
coming from its Asia Pacific operation that includes offices in mainland China, Hong Kong, Japan, Korea and Sin-
gapore.
Hsu will be based in Hong Kong, succeeding Cassandra Cheong who moves back to Singapore and her consult-
ing practice. Hoffman noted that Cheong's many achievements leading the Asia Pacific team included double-
digit growth last year and retooling the firm's China team. ◊
Havas Group announced the launch of a game-changing programmatic solution that
gives clients complete visibility and control over their campaigns: Client Trading Solu-
tion (CTS).
CTS is a client facing, fully transparent control tower displaying all programmatic trading,
allowing clients to track and monitor their programmatic buying in one place.
Clients can ensure the quality of their campaigns across their own objectives (visibility,
fraud control, brand safety, trading practices, costs, spending, products, formats, channels, countries, etc) and the
platform delivers exceptional visibility of digital workflow at every stage of the campaign – programmatic media
planning, partner negotiation, adserving, campaign setup, monitoring, optimisation and reporting – within a fully
independent, technology agnostic ecosystem that is open to all partners.
The innovative product was developed by Havas Group’s leading tech and math entity MFG Labs and is already
being used by traders to manage campaigns for clients via one central, shared platform. Its rich product ecosys-
tem already includes optional features such as Campaign Parameter Optimizers (powered by MFG Labs), DMP
Capabilities and Inventory Quality Assessment (powered by Artemis Alliance, Havas Group’s data capacity) and
Smart First-party Segments (powered by Constellation).
Havas Group is a pioneer of meta programmatic solutions. Together with MFG Labs, the company launched the
industry’s very first Meta-DSP in 2014 and the Media Quality Barometer in 2015. ◊
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