MAM
WPP launches digital media buying unit
MUMBAI: WPP, the world’s largest marketing group by sales, has created a unit for buying digital media to combine its data and technology resources with the trading leverage of its GroupM agencies.
Xaxis will directly compete with products by Google and Microsoft and aims to aggregate consumer data from on- and offline sources to deliver audience profiles to clients for more targeted advertising. It comprises GroupM and WPP Digital companies B3, targ.ad, GoldNetwork, GroupM DSP, GroupM Marketplace and MEC.
Xaxis will be led by CEO Brian Lesser, who previously served as global general manager of the Media Innovation Group (MIG), WPP’s digital marketing technology company.
Advertising giants are endeavouring to capture a larger share in the ever growing market of Internet advertising and simplifying it. Simultaneously, some of the world’s biggest advertisers are also looking to consolidate their marketing mandate with fewer, bigger agencies.
WPP’s rivals, Publicis and Omnicom, already have their own digital media initiatives.
While Publicis created Vivaki in 2008, Omnicom has partnered with companies such as Google, AOL, Microsoft and Yahoo, to offer digital media tools.
Lesser said Xaxis is different because it operates a proprietary technology platform without bias to any media company, and hence can better provide objective and comprehensive insight.
GroupM Interaction CEO Rob Norman added, “As a proprietary platform, Xaxis is able to better protect client data, more effectively integrate real-time bidding with search and more seamlessly execute campaigns across multiple media owners and digital platforms.”
WPP’s introduction of Xaxis indicates the rapidly growing importance of audience buying and the demand for solutions that allow advertisers to target specific audiences directly, independent of website, app or media platform.
Brands
Sanjeev Rolyan named global director at HCLTech
HCLTech taps seasoned pro to steer digital and software strategy worldwide
NOIDA: Sanjeev Rolyan has reached a new peak in his career, stepping into the role of global director at HCLTech. With over 16 years of experience in the tech and digital services arena, Rolyan is set to bring his expertise in software, applications, and end-to-end source-to-pay functions to the global stage.
Before this elevation, Rolyan held multiple leadership roles at HCLTech, including director & business head and general manager, where he played a pivotal role in driving enterprise resource planning and digital transformation initiatives.
His journey in the industry spans nearly two decades, starting with a long tenure at Genpact as assistant vice president, where he managed sourcing and procurement for IT solutions, SaaS, PaaS, IaaS, and application development projects.
Rolyan’s academic credentials include a postgraduate diploma in international business from Symbiosis International University and a certificate in digital strategies for business from Columbia Business School, where he mastered five key domains: customer, competition, data, innovation, and value.
At HCLTech, Rolyan’s mission is clear: to amplify the company’s software and digital offerings, streamline operations, and lead the charge in global digital transformation. With his blend of experience, strategic insight, and digital acumen, the tech world will be watching closely.
