Mumbai: AdParlor, owned by AdKnowledge in a JV with the Malaysian telco Axiata,, has changed its name to ada as part of its attempt to plug its capabilities beyond just its digital marketing platform.The platform will now house its Data Science, Technology, Creative divisions under the name ada. AdParlor will now serve as a product under the ada umbrella.
A spokeswoman explained that the name AdParlor referred to the company’s digital buying platform and that the company wanted to avoid being ‘pigeonholed’ as just offering that service.
With a team of over 180 digital specialists across 10 markets in Asia, the integrated organisation now includes a team of 40 engineers and data scientists.
“How we communicate, acquire and empower customers using digital is changing fast,” said Matt Sutton, CEO of AdParlor in Asia and now Chief Strategy and Operations Officer in ada. “It’s not just about “digital” anymore. It’s about people. How to reach them, engage them, inspire them and provide them with the services and capabilities they demand. This requires more than only good data, great creative, or great technology – it requires all of it, united, under one vision to achieve business and marketing goals.”
“Since launching as AdParlor in Asia, we have grown our suite of services significantly in response to the demands of the market. The new ada brand, as a holistic digital marketing business, better reflects our position in the industry as a provider of end-to-end solutions for brands, businesses and agencies. Another exciting period of growth in the industry awaits.”
“To date, we have built Axiata’s advertising businesses under different go-to-market brands serving different parts of the marketing supply chain – allowing us to establish a formidable presence in digital advertising across the region,” commented Srinivas Gattamneni, Chief Portfolio Officer, Axiata Digital and Acting CEO, ada. “By integrating these offerings, we are now able to leverage data to close the loop for brands from customer engagement to acquisition for the next leap in digital marketing effectiveness.”
AdParlor technology continues to power all of ada’s operations to serve its customers, alongside ada’s proprietary data management platform, XAct. The ada rebrand is effective across all of AdParlor Asia Pacific’s 10 offices in the region.