Effective Measure appoints country MD for Singapore

The agency has tasked Sammy Elazab (pictured) with leading its business development efforts in Singapore. He will drive major client initiatives and develop local media and publishing-industry alliances that will help accelerate digital adoption and drive the understanding of the importance of analytics and measurement across all media platforms, according to the agency.

Dinesh Arasaratnam, Effective Measure's regional managing director, Southeast Asia, noted that the Singapore operation has been experiencing profound growth and is now primed for further market development.

Elazab was most recently with Tribal Fusion, a division of Exponential Interactive, where he was the digital sales manager across Southeast Asia. He was previously based in the UK where he was the online partnership manager at carrier O2 Telefónica UK and held prior roles at AOL Advertising.

“The e-commerce side [in Singapore] is still underdeveloped, and there is a need to positively impact the digital industry by providing detailed audience insight that allows our partners to make quality digital planning decisions,” Elazab said.

James Robertson, founder at Effective Measure, noted that the appointment highlights a period of significant investment in developing the agency's presence in Southeast Asia and Singapore.

“We have been working hard over the last 18 months to establish strong alliances in the local market and I am very much looking forward to further expanding the Effective Measure geographic footprint around the world and serving our global customer base,” he added.

The Singaporean market’s digital population features high mobile usage, with 71 per cent of users accessing the internet from a mobile device and more than 60 per cent of users being over the age of 30.