IPG Mediabrands' KINESSO names new head of China

KINESSO, the performance marketing agency within IPG Mediabrands, has appointed Atlas Ye (pictured) as head of KINESSO China. He reports to Melinda Po, CEO of IPG Mediabrands Greater China.

Within this newly created role, Ye will be responsible for strengthening performance-driven offerings such as performance media activation, search and social content experience optimisation, eCommerce operations and data analytics. By leveraging partnerships with major media platforms and ecosystems, he aims to help clients achieve performance excellence and unlock business growth. 

With extensive experience in media organisations in China and Ireland, Ye brings a wealth of knowledge and expertise to the role. He has a proven track record of developing strategies and solutions that drive performance for brands. 

Ye's career in performance marketing began as a search specialist during the early days of digital marketing. Over the years, he has gained expertise in various aspects of performance marketing, including SEM, SXO, addressable media, programmatic advertising, ecommerce, content optimisation, and data analytics.  

His deep understanding of China's complex and rapidly evolving media landscape has allowed him to enhance marketing effectiveness and drive business growth for over 100 brands, according to the release. 

As a technology-driven agency, KINESSO focuses on delivering actionable insights that propel brands forward. The integration of the three powerhouse brands - Kinesso, Reprise, and Matterkind - positions KINESSO for accelerated growth.  

Melinda Po, CEO of IPG Mediabrands Greater China, emphasised the importance of effectively engaging with consumers in China's complex ecosystem, and highlighted the new tech-driven performance offerings and Ye's leadership as key factors in ensuring the success of their clients. “With Ye at the helm, KINESSO China is poised for continued growth and success in the performance marketing industry,” she added. 

Ye said: “I am very honoured to have Po’s trust and join the IPG Mediabrands family, bringing my experience in performance marketing including operation and maintenance optimisation, media cooperation, data insights, and talent development to the new KINESSO platform.”  

“After integration, the new KINESSO will be poised to provide full-media performance offerings covering multiple performance metrics. I will lead the team to keep learning about the rapidly evolving products and technologies in the market, delving into different media and industries, and developing performance solutions that remain at the forefront of the industry to drive growth for our clients effectively,” he added. 

Don't miss: IPG Mediabrands merges Kinesso, Matterkind and Reprise to form new unit

Back in September 2023, IPG Mediabrands launched KINESSO, a tech-driven performance unit that aims to deliver intelligence that moves brands forward. The new entity, which is effective globally as of 22 September, was created through the integration of three existing brands in the agency's portfolio: Kinesso, Reprise, and Matterkind.

Additionally, Matt Ware, the previous APAC head of Matterkind and Kinesso has now moved to head up KINESSO as its new APAC CEO. 

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