Mandel will lend his hands-on strategic guidance to Rocket Fuel as it expands into Asia-Pacific over the coming months. George John, CEO of Rocket Fuel, says demand for real-time ad targeting and optimisation technology in Asia is "growing at an exponential rate".
"Advertisers and agencies across the globe are clamoring to work with Rocket Fuel to improve the reach, effectiveness, and ROI of their digital marketing programs," John said. Founded by online advertising veterans and computer scientists, Rocket Fuel already has a presence in London and seven US cities.
John added, "Ken is second-to-none when it comes to vision, focus, and connections in the Asia-Pacific advertising market."
Mandel, currently chairman of IAB Singapore, has previously held executive roles in the region at Yahoo, OgilvyOne Asia Pacific, and Neo@Ogilvy. He has also held senior management positions with Bates, 141 Worldwide, and XM Asia.
"I look forward to being part of the Rocket Fuel advisory board," Mandel stated. "Rocket Fuel's expansion into Asia is great for the digital industry here as brands are increasingly demanding campaign accountability and ROI."
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