Kinetic Malaysia and Executor have partnered up to create one of Malaysia’s largest OOH media specialist agencies called tenthavenue. This will be home to WPP’s ‘Connected Consumer’ agencies.
The two will share clients, staff, data and technology offerings and will continue to trade in the market under the Kinetic label. The partnership is set to create one of Malaysia’s largest OOH media specialist agency and will further strengthen Kinetic’s ability to reach consumers on the move with client advertising. It is a strategic move to capitalise on both companies’ strength to serve the clients in Malaysia better.
The combined entity will be headed by Executor’s founder and CEO, Peter Choo. Choo will report to Sudipto Roy, tenthavenue’s CEO for Developing Markets, who is personally overseeing the partnership and the subsequent integration into the broader Kinetic family.
“We are extremely excited to partner with Choo and his team as they have immense depth of local OOH media knowledge, entrepreneurial skills and home-grown data and systems. We needed an agile and nimble company which will be able to take the OOH offering into the new “connected experiences” world,” Roy Sudipto, tenthavenue’s CEO for Developing Markets said.
“ The intent is to create an organisation which will take the lead in modernising the OOH industry in Malaysia and you should expect exciting developments around measurement and integration with mobility and social interaction. In the near future, we want to be known for delivering on-the-move audiences and not just out-of-home media,” said Sudipto
“Our combined capabilities are now in a very strong position, especially around data, technology and creative execution which sit on one of the most comprehensive surveys of the entire market with traffic and human movement data and full digital mapping of every out-of-home sites. This makes our service really quick off the feet, gives us much better “science” behind our thinking and helps to deliver better execution and trading performance. With tenthavenue supporting us, the ability to create new On-the-Move Audience products will get a strong boost,” Choo added.
