Xaxis Hires Former Sony Exec as MENA MD

WPP's audience profiling and targeting arm Xaxis has appointed former Sony exec Marcus Siddons as Managing Director for the Middle East and North Africa (MENA), overseeing operations, account management and publisher relationships across the region.

Xaxis was formed in 2011, bringing together the global group's ad buying capabilities with a colossal database to offer clients the 'world's largest pool of audience profiles'. In December, the division launched in Indonesia and the Philippines, and last month it agreed to acquire Netherlands-based media trading firm Bannerconnect, which offers real-time campaign optimisation platform Bright.

Siddons (pictured) most recently served as Head of Digital Media at Sony Pictures Television Arabia, where he led strategy for the studio's in-market web / mobile-only productions, while overseeing digital platforms for Sony TV properties airing in the MENA market. Earlier, he held the same job title at global media agency MindShare in the MENA region. He is also an early stage investor in online music insight and analytics service SoundOut.

Caspar Schlickum, CEO EMEA for Xaxis, comments: 'Marcus brings a rich and nuanced understanding of the MENA market to Xaxis along with excellent experience working with publishers, advertisers and media companies across the region to create successful digital marketing initiatives. He will play a key role in driving growth for Xaxis in the fast growing MENA region.'

Web site: www.xaxis.com .