Xaxis’ Light Reaction gets a new Asia MD

The company said the new appointment is in line with its plans to spearhead the growth of Light Reaction’s pay-for-performance media model. Boersma will work with advertisers, publishers and partners to “deliver accountable results for global brands”.

Boersma was previously head of his own consultancy where he advised media companies on product and commercial development, strategic planning, resource allocation and investor relations. As part of this, he held operational roles at Scoupy and Videostrip (now SpotXchange BeNeLux).

The company also named Karl Elken as managing director of the Americas.

“Karl and Auke have both had phenomenal success in launching major digital businesses to the advertising and publishing communities and we look forward to their leadership in driving Light Reaction’s growth in the Americas and APAC markets,” said Paul Dolan, general manager of Light Reaction.