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Allan Lina

Jonathan Beh

IPG Mediabrands adtech specialist unit Cadreon has announced the promotion of Jonathan Beh as CEO of the China operations and Allan Lina as head of the Philippines.

Beh moved to Cadreon in late 2017 from Performics where he was deputy managing director. Lina was most recently programmatic director at Cadreon Philippines. He moved to Cadreon a year ago when Carat where he was associate digital director.

The announcement:

Cadreon, the Ad Tech specialist unit within IPG Mediabrands, have today announced the promotion of Jonathan Beh to CEO Cadreon China, and Allan Lina to head of Cadreon Philippines.

With a footprint across 13 APAC markets Cadreon have quickly established themselves as the data-driven innovator to partner with in Asia. Since the launch of their people-based data platform (AMP) in China last year, agencies across the IPG Mediabrands network have enhanced their people-based targeting approach, with a complete and contextual view of the consumer.

Cadreon’s AMP (Audience Measurement Platform) has already won a slew of awards including; DSP Precision Marketing Platform of the Year at the 2019 IAI International Advertising Awards; Best Digital Marketing Platform of the Year 2019 at the 10th Golden Mouse Digital Marketing Awards in Beijing; Product of Digital Influence at the 2019 China Advertising Digital Awards – plus UM China’s leveraging of AMP to target and engage High Value Travelers for Tourism Australia in partnership with JD 9N also saw them awarded in the Precision Marketing category.

On the China CEO appointment, Yean Cheong, head of Cadreon APAC commented, “China is the fastest growing market in our region. Jonathan joined us just over a year ago and was a pivotal catalyst in driving significant growth for Cadreon China.”

Cheong continues, “Mediabrands China CEO, Tom Wan and I are very excited to recognise Jonathan’s invaluable contribution by promoting him to the role of CEO, Cadreon China. In his new role, Jonathan will continue to spearhead and oversee the growth of our business. More importantly, he will play a key role in steering the navigation and development of our data tech solutions in China, evolving Cadreon’s tradecraft and best practices, to ensure our media solutions and services are always the most relevant and effective for our clients in this constantly changing market.”

In a further demonstration of Cadreon’s growing prominence in this region Allan Lina, formerly programmatic director Cadreon Philippines, has been promoted to the role of head of Cadreon Philippines. Venus Navalta, CEO IPG Mediabrands Philippines commented “Cadreon’s business in the Philippines under Allan’s leadership has grown exponentially in the past year; clients see vast improvement in brand performance with precision targeted campaigns constantly optimised to deliver the best results.”

Lina added, “The opportunity to lead this group excites me. There are a number of opportunity areas that haven’t even been broached yet. As clients’ needs become much more sophisticated it lays a path for ad tech units like ourselves to innovate creative solutions, that will push the industry’s approach to digital advertising.”

Source: IPG Mediabrands press release

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