Effective Measure appoints Singapore MD to drive digital expansion

Boosts investment in Singapore market and ramps up executive team

SINGAPORE, 31 January 2013Effective Measure, a rapidly expanding global leader in digital audience profiling and measurement in emerging markets, has affirmed its commitment to the Singaporean market with the appointment of its first Country Managing Director, Sammy Elazab.

Sammy Elazab

Effective Measure Country MD – Singapore, Sammy Elazab

As a seasoned, international, digital marketing executive, Sammy joins the Effective Measure executive team armed with experience across both agency and client sides.

Sammy will lead Effective Measure’s business development efforts in Singapore. He joins the Singapore office which also includes key regional South East Asia executives, Dinesh Arasaratnam, Regional MD – South East Asia and Steve Kaiser, Director of Research – South East Asia. Also based in the Singapore office is James Robertson, Founder and Global Key Accounts & Business Development.

“Effective Measure’s Singaporean operations have been experiencing profound growth in a short and exciting period of time for the company. We are now primed for further market development with a new set of proven leadership abilities from a country Managing Director that has the knowledge and relationships to accelerate large-scale adoption of Effective Measure’s innovative products to some of Asia’s most forward thinking media enterprises,” Arasaratnam said.

Effective Measure secured Sammy from Tribal Fusion, a division of Exponential Interactive where he was Digital Sales Manager across the South East Asia region. Prior to that he was based in the UK where he was most recently the Online Partnership Manager at carrier O2 Telefónica UK and held previous roles at AOL Advertising.

“Singapore is the perfect market for Effective Measure to come in and make a real difference. The ecommerce side 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. It’s exciting to be joining a company that will be heavily influencing the direction of online advertising within the region for the foreseeable future,” Elazab said.

As part of his newly created role, Sammy will drive major client initiatives and develop local media and publishing industry alliance strategies that will help accelerate digital adoption and drive the understanding of the importance of analytics and measurement across all media platforms.

“The addition of Sammy to our leadership team highlights the period of significant investment in developing our presence in South East 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,” said Effective Measure founder James Robertson.

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

“Sammy has the vision and wide industry experience required to take our pivotal Singapore operations to the next level. With his leadership and our growing executive team through the region, Effective Measure will help revolutionize the media industry with a new approach to metrics,” said Effective Measure CEO Richard Webb.

About Effective Measure
Effective Measure is the leading provider of media planning and audience profiling solutions in the emerging markets, bringing best practice online measurement data to premium publishers, ad agencies, ad networks, advertisers and researchers. Our solutions offer media planners invested in Middle East Africa (MEA), Asia (SE Asia and India) and Oceania (Australia & New Zealand), a clear insight into the state of the Internet and the ever-growing consumer population. www.effectivemeasure.com


For an interview request with any of the featured subjects or more information on this topic, contact Effective Measure CEO, Richard Webb at richard.webb@effectivemeasure.com or call +61 3 9023 9000.

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