Aegis Media appoints director of insights

Announced by Audrey Kuah, CEO Aegis Media Singapore, Leiva will be responsible for maximising the impact and use of the Consumer Connection System (CCS) in Singapore.

CCS is a proprietary single-source research system of brands, consumers and touchpoints to drive the agency’s actionable insights platform.

With more than 12 years' experience in market research agencies, consultancy firms and media agencies in the UK, Spain and Singapore, she was most recently with Millward Brown Singapore as media lead and cross media specialist, where she managed local, regional and global accounts.

Prior to her tenure at Millward, Leiva spent more than nine years in Madrid, Spain, as account manager with Millward Brown, before joining PHD as strategic research specialist.

Kuah noted that it is important to have a clear will to transform information and data into actionable knowledge and insights that enable the teams to identify differentiated routes to market for the brands that it is working on.

“Silvia, with her combined research and agency experience, brings that will to our team,” she added.

Commenting on her appointment, Leiva said, “I am delighted to join the Aegis Group in Singapore. Aegis’ corporate vision and Audrey’s focus on strategy and insight made the proposition very appealing to me. In today’s challenging environment customer needs change very rapidly and organisations have to justify every single move and spend. This makes accurate decisions based on the right data essential.”