GroupM launches Xaxis Asia-Pacific

The practice will be led by Michel de Rijk, who joins as managing director from digital ad firm EyeWonder.

Following the launch, Xaxis plans to roll out across nine new markets including, India, Malaysia, Taiwan, Vietnam, Indonesia and Hong Kong. 

The existing Xaxis operations in Australia, launched last May, will fall under the umbrella of the new headquarters led by de Rijk.

“As the largest audience-buying company in the world, Xaxis has an unmatched understanding of the global digital media-buying space along with local presence and expertise in each market it operates in,” said de Rijk, who during his four years with Eyewonder was responsible for launching operations in Asia-Pacific, Benelux and the Middle East. 

De Rijk added that Xaxis is capable of delivering custom-fit audience solutions. "From mobile in Indonesia to video in Taiwan, Xaxis offers maximum precision when delivering ads in all markets," he said.

“This commitment to expansion throughout the Asia-Pacific region follows a year of success and growth in North America, Europe and Australia,” noted Brian Lesser, CEO of Xaxis.  “Ad spend in the region is expected to reach $170 billion within the next two years with online ad spend making up 31 per cent of the growth." Lesser added that the region's expansion is prompted by client demand.  

Xaxis, which launched worldwide last year, provides audience-buying solutions to more than 700 global advertisers, delivering over 300 billion impressions each year. By year's end, Xaxis aims to have office operating in over 25 markets globally. 

Mark Patterson, CEO of GroupM Asia-Pacific, commented: “We have ambitious plans with Xaxis in the region. Our drive for value and improved audience delivery for our clients, as well as ownership of that capability—versus outsourcing as many groups do—will help us deliver on both, securely and rapidly, for our clients across the region and the digital spectrum.”