Xaxis hires Regan Baillie from MIG Europe to lead Singapore operation

Regan Baillie

Regan Baillie

GroupM agency trading desk Xaxis has appointed a new boss in Singapore.

Regan Baillie joins the company as Singapore MD after a stint at Media Innovation Group, the WPP ad tech firm that was folded following the merger of 24/7 Media and Xaxis. Baillie was previously director of business development for MIG based in Europe.

She will report to Arshan Saha, vice president, Xaxis Southeast Asia.

Saha said: “Xaxis Singapore has quickly established itself as the programmatic leader in the market. We are confident that Regan will further extend that lead and drive our internal teams to provide our clients with best in class programmatic solutions.”

In Baillie’s career, she moved into digital from traditional media planning and buying first with 24/7 Media. She co-founded digital consultancy Echo Direct in 2001. She moved into the ad tech space as sales director at Mediaplex in 2003, before joining premium ad network Unanimis.

GroupM is currently working on the creation of a second agency trading desk to sit alongside Xaxis. Mumbrella revealed the news a year ago, and the trading desk – whose working title is Pinewood – is to be unveiled in the next few months, according to sources.


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