Rakuten Advertising, which provides performance marketing, media, and consumer insights, announced the appointment of Cyprus Malinao to the position of Senior Client Development Manager, based in Singapore.
Malinao will focus on growing the media arm of the business in the Asia-Pacific region. He brings ten years of experience in growing business revenue, having managed brands such as Disney, Unilever, and L’Oreal in the Philippines and Singapore.
He is also well versed in building programmatic media and data capabilities, having previously worked at Amobee, Grapeshot (Oracle Data Cloud), and Factual (Foursquare).
The company is gearing up to launch ad inventory in its owned-and-operated media properties: Rakuten Viber and Rakuten Viki.
The agency’s set of global media properties allows brands to be discovered by new audiences, in particular Millennials and Gen-Z. 68% of Rakuten Viki audiences and 70% of Rakuten Viber users are aged between 18-34 years old.
“Advertisers know their customers, but discovering new ones and building enduring connections with them is increasingly difficult in today’s competitive consumer marketplace,” said Malinao.
“I am excited to create opportunities for advertisers and agencies to connect with the young, the passionate, and the mobile-first communities of Rakuten Viki and Rakuten Viber.”
Rakuten Advertising’s Senior Vice President of Asia-Pacific, Stuart McLennan, welcomed Malinao to the team.
“I am delighted to have Cyprus on board, and I am confident in his capabilities to lead our media sales team in this region. Hiring someone of Cyprus’ caliber is definitely a highlight of this year and we are looking forward to the continued growth of our business heading into 2021.”
Rakuten Viki, a global video-on-demand platform that streams the latest in Asian entertainment, recorded a reach of over 27 million in more than 190 countries. It is one of the fastest-growing platforms.
Meanwhile, mobile communication application Rakuten Viber is in the top 10 downloaded apps of all time, with over 1 billion users worldwide.
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