Fyllo launches in APAC, hires Amobee SVP Robert Woolfrey as APAC MD

Fyllo, a platform providing data-driven marketing and regulatory solutions, has hired former Amobee SVP Robert Woolfrey (pictured) as managing director of APAC. Woolfrey will open and lead the company’s business in the region and report to Jeff Ragovin, Fyllo’s chief commercial officer.

Woolfrey will be responsible for growing Fyllo’s marketing and regulatory solutions across Australia and Asia, with a focus on cryptocurrencies and high-growth industries such as gaming and fintech. Fyllo first entered the APAC market with the recent acquisition of Semasio, a player in unified contextual targeting for digital marketing. 

Woolfrey has nearly 20 years of experience growing and directing business operations across the region. At Amobee, he was responsible for integrating two global acquisitions, Turn and Videology, and spearheading the agency’s expansion across Asia. In his previous roles, Woolfrey played an integral role in building partnerships with telcos, TV broadcasters, publishers, brands and agencies.

 “Fyllo was set up to tackle the hardest problems in marketing and advertising – helping dynamic and highly-regulated industries go to market and achieve their full growth potential,” said Woolfrey. “Many of the brightest - and progressive - minds are moving into crypto in Asia.  This represents an immediate opportunity for Fyllo, where we can demonstrate our combined marketing and regulatory expertise.”

Plans for Asia Pacific

Fyllo has ambitious plans to build out its product portfolio and geographic footprint across SEA, Australia, India and Japan. According to a recent report from McKinsey, corporations in Asia now account for 43% of the world’s largest 5,000 companies, contributing US$19 trillion in revenue to the world economy every year.

In a conversation with MARKETING-INTERACTIVE, Woolfrey said, APAC is home to some of the largest and fastest-growing markets in the world. “We think this region will meet and exceed the interest and enthusiasm that we have witnessed elsewhere in the world for our regulatory and marketing solutions,” he said. In the near term, Fyllo will be focused on bringing its data and media solutions to APAC clients. “Like our business in the US, we’re aiming to support both mainstream brands and those companies who find themselves on the frontlines of new, dynamic economies like Crypto.”

“As Fyllo continues to expand across the globe, we are looking for the best talent that fully understands the local and regional context, and can make the connection between high-growth brands and progressive consumers,” added on Chad Bronstein, founder and CEO of Fyllo. As such, some of the hires the company is looking to make include VP Australia & New Zealand, VP customer success and operations APAC, and in-market director roles across media, data, and even retail solutions.

“Woolfrey is perfectly suited for the challenge, and has a strong track record in building businesses and developing partnerships across the region. We are looking forward to Woolfrey bringing the Fyllo story to life in Asia Pacific, Bronstein added.

Read more on the interview here:

What attracted you to the role?

I’ve been lucky to work at the forefront of one of the fastest-growing industries of recent decades. There are lots of companies growing fast and doing cool things, but no one touches Fyllo in terms of ambition and opportunity. Fyllo is well-funded, incredibly focused, and has a great team. We are opening markets and making acquisitions on a regular basis. The opportunity, as employee number one in Asia, was obvious and compelling.

What are some of the potential you see in APAC that led you to make the move?

Fyllo is a high-growth company and we prioritise countries with high growth potential. For example, if we just talk about gaming, this region has three of the top five markets globally. Another great example is Cryptocurrency - 10% of Singaporeans own crypto vs. 8.3% in the US. There is a broader context, in terms of global advertising, that makes the expansion into Asia the right move. The backlash against cookies and tracking has happened globally, and we think our contextual targeting solutions will be keenly welcomed as an alternative here in Asia. We also think that brands operating in multiple markets will want to manage complexity through our Data, Media and Regulatory Solutions.

What is it like to be leaving Amobee and starting all over again?

I had a great run with Amobee transforming the Asia business and integrating two acquisitions, but you can only look forward. The opportunity to build a team, starting from scratch, is tremendously exciting. I did it at Millennial Media as their first employee in APAC, and I’m excited to do it again.

What do you feel will set Fyllo apart in the region?

Fyllo was set up to solve complex problems in marketing - helping high-growth sectors, such as crypto and cannabis embrace data and technology. We’ve seen Fortune 500 brands in North America rely on Fyllo to drive campaigns, and I think brands from all sectors in Asia will be keen to explore contextual advertising and solutions that help navigate complexity.

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