Dentsu Aegis Network consolidates media buying under Amplifi in Malaysia

Dentsu Aegis Network is to launch its media investment arm Amplifi in Malaysia with IPG Mediabrands’ Hasnain Babrawala at its helm.

The launch will signal a shift towards a more consolidated structure within the group, with agencies Carat, Vizeum and DentsuX reporting to Babrawala when it comes to media buying.

The announcement:

The launch marks the continued expansion of Amplifi, now in eight markets across Asia Pacific and 39 countries worldwide.

Amplifi’s collaborative approach will see it engaging with 13 media, digital and communications agencies across the Dentsu Aegis group in Malaysia. In this new structure, Amplifi effectively brings together the group’s media trading and investment management, media partnerships, programmatic buying (Amnet) and content capability functions (The Story Lab) into a consolidated unit, with data as its foundation.

Commenting on the launch of Amplifi, Nicky Lim, CEO, Dentsu Aegis Network Malaysia said, “This is an important milestone for Dentsu Aegis Network Malaysia. Amplifi is our game-changing solution that will form a matrix that integrates four key areas of our trade – media investment, media partnerships, technology and innovative content solutions – to ultimately deliver a value proposition that works for our clients and media owners. This is how the power of collaboration is enabling us to pull ahead of our competition.”

Leading Amplifi will be its newly appointed Managing Director, Hasnain Babrawala. With solid media experience in multiple markets across Asia, Babrawala joins from IPG Mediabrands Malaysia where he was the Head of Media Trading and Innovation, handling the agency’s crucial task of optimising and monetising clients’ media budgets among others. He has led and worked on key accounts like Intel, Unilever, Johnson & Johnson, Reckitt Benckiser , just to name a few. Prior to IPG, he was attached with Omnicom Media (OMD) and Mindshare Fulcrum.

“The Amplifi approach to media partnerships and trading is refreshing, as it does not pivot only on the conventional tenets of investment management and accountability. Amplifi is redefining trading, I call it Gen-Y trading,” Babrawala said.

Source: Dentsu Aegis Network Malaysia



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