Last week, Vero announced the launch of a new media buying unit focused on TikTok and emerging tech platforms. The new unit, called Media IQ will merge and join forces with the Vero IQ data and insights unit.
Building on Vero’s commitment to innovative communications strategy in Southeast Asia, the new unit will integrate media planning, buying, data & analytics, and platform partnership.
This investment will allow Vero to buy and plan media across channels, build relationships with new media platforms, and amplify its earned media approach. The Media IQ team has already established partnerships with TikTok, Facebook, Instagram, Google, and Twitter, and it is exploring partnerships with emerging ad-supported platforms such as Netflix, Disney+, Amazon Prime, and podcasting networks in Southeast Asia.
Skylar Thwe, the former Head of Operations at Vero Myanmar, will oversee the team, stepping into the newly created role of Vice President of Performance Media, Data & Insights, ASEAN region. He will report directly to Vero COO Raphael Lachkar.
In his new role, Skylar will focus on building out an expanded offering that immediately applies to – and moves the needle for – Vero’s clients. The unit will take a broad approach, identifying opportunities across sectors to serve clients.
Emerging technology has always served as a critical force at the heart of Vero’s earned, owned, and paid media model. Using a combination of targeted display ads, sponsored content, social media, retargeting strategies, email marketing, and e-commerce marketing, Media IQ will place data at the center of the media buying process.
The Media IQ team has already served clients in Indonesia, Myanmar, the Philippines, Thailand, and Vietnam from sectors such as food and beverages, technology, insurance, streaming media, and non-profits.
Joining Skylar at Studio IQ are Biddable Specialist Sucharkee Sironvong and Associated Data Insights Manager Zin Min. The Vero IQ data & insights team consists of Director Thach Nguyen, Data Innovation Executives Peerapong Pongpakdee (Thailand), Sheila Mae D. Golingay (the Philippines), Einoda (Myanmar), May Fou Pwint (Myanmar), and Ha Tran (Vietnam), each focusing on their specific markets while also supporting clients across SEA region.
“In its almost two years of operation, Vero IQ has shown it can improve data performance in ways that help us build successful data-driven communications campaigns which engage with our clients’ target audiences across the region,” said Thach Nguyen. “Media IQ is a natural extension of this process, and I’m thrilled to be working with Skylar to bolster this new division with meaningful data and insights.”