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Xaxis launches in Beijing

Stanley Ng

Stanley Ng

WPP’s newly merged programmatic buying operation Xaxis has opened an operation in China’s capital city.

Xaxis Beijing is to be run up by Stanley Ng, formerly an employee of the Media Innovation Group, a unit that was closed following the merger of Xaxis with 24/7 Media.

Ng was formerly associate director at 24/7 Media Asia Pacific, running all ad operations for the MIG across Asia Pacific. He takes on the role of director at Xaxis Beijing.

The China headquarters for Xaxis remain in Shanghai.

Xaxis Asia Pacific MD Michel de Rijk told Mumbrella: “Following the merger, we saw a good opportunity to open in Beijing, where 40 per cent of our China business is already. We wanted someone on the ground to take the business to the next level, someone who could talk to agencies face to face.”

Xaxis and 24/7 Media combined to form what WPP claims is the world’s largest audience buying firm in December 2013. The brand, which is part of WPP’s media division GroupM, competes with the likes of IPG’s Cadreon, Publicis Groupe’s Audience On Demand and Omnicom’s Accuen.

The company has grown revenue seven-fold and increased headcount from three to 200 people since launching in March 2012.

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