Cadreon M’sia appoints Micaela Soyza as campaign director

Cadreon, the Ad Tech unit of IPG Mediabrands, has appointed Micaela Soyza as Campaign Director for Cadreon Malaysia.

In this role, Micaela will focus efforts across all IPG Mediabrands client pods, infusing media strategy with the latest and best programmatic approaches and technologies, translating brand campaigns into measurable digital KPIs, and supporting flawless execution through smooth technical implementation and QA processes.

She will also be responsible for ensuring goals are achieved via aggressive optimisation, and for clearly communicating Cadreon results via custom reporting live dashboards and skilled presentations.

General Manager of Cadreon Malaysia, Kenneth Wong said, “Over the last few years, we have seen the programmatic offering mature rapidly in Asian markets, with new adtech constantly advancing.

“The timely addition of Micaela to the Cadreon team allows for the very latest in programmatic advances and AI to be brought forward to IPG Mediabrands client and agency partners to demonstrate the best in industry practices.

“She will work closely with the team to drive for higher levels of efficiencies, insights and ROI with the backing of Cadreon’s deep experience in the APAC region.”

Micaela was previously Country Manager for Ydigital Asia in Malaysia. A seasoned professional in the media industry, she comes with experience incorporating both online and offline media across an array of clients such as Maybank, Air Asia, MINI, OCBC and Mattel.

This appointment further strengthens the Cadreon team under General Manager Kenneth Wong, which has tripled in size over the past year, and recently won Best Ad Ops Team at The Wires APAC 2019 awards.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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