GroupM promotes Regan Baillie to mPlatform Singapore MD

GroupM has appointed Regan Baillie to lead its recently launched data and insights division mPlatform Singapore, promoting her from managing director of Xaxis.

In a move that further unifies WPP’s programmatic arm with its new division, Baillie will take over leadership of mPlatform in Singapore while maintaining leadership of Xaxis. GroupM originally led Mumbrella Asia to understand it has no immediate plans to appoint a new MD for Xaxis Singapore, but has since said it is seeking a new one.

Baillie has been with Xaxis Singapore since 2015, when she joined from Media Innovation Group, the WPP ad tech firm that was folded following the merger of 24/7 Media and Xaxis.

A digital veteran with more then 20 years of experience, Baillie was previously director of business development for MIG based in Europe and has served as head of marketing and business Development for
Brunswick Group in London.

Launched six months ago, mPlatform was intended to unify GroupM’s agencies’ access to data and technology, merging data from Wunderman and Kantar as well as localised sources and client data.

In Asia-Pacific, GroupM appointed former Xaxis chief executive Michel De Rijk as president of mPlatform. He said: “Ever since its launch at the beginning of the year, the mPlatform business has made significant rollout progress, product developments and wins not just in APAC but globally. I’m very excited that we’re finally ready to put the flag down in Singapore with Regan’s appointment as we continue the great momentum across the region with more appoints to announced in the coming months.’

So far, GroupM has trained 1,000 people on using mPlatform globally and signed up at least five clients, according to AdExchanger.



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing