MUMBAI: IPG Mediabrands has appointed Sandeep Bastikar as the head of performance marketing for APAC.

In this position, Bastikar will oversee IPG Mediabrands’ programmatic offering – Cadreon, while integrating search, paid social and data strategy to deliver business results for global clients across APAC, as well as accelerate performance marketing for World Markets Asia local clients.

Bastikar has worked in the digital space for over 20 years. Previously, as the managing director of Singapore-based Brandneu Consulting, he ran the digital marketing and e-commerce consulting agency across the region, servicing global and regional brands. Prior to this, Bastikar set up Leo Burnett’s digital interactive arm in Singapore, responsible for business development and project delivery of its local and regional servicing clients such as P&G, Prudential Asia, Singapore Tourism Board in the region.

Bastikar said, “I am inspired by Mediabrands’ vision to be the ‘Agency of the Future.’ The investments it is making in digital performance and the integration of its digital domains, namely Cadreon, Reprise and Ingenuity in its overall framework, is bound to drive up marketing ROI, while bringing true integrated solution for consumers. I have not seen any other agency understand and invest into the digital domain with such foresight. I am very excited to take on this role and help grow the business in the region."

IPG Mediabrands, World Markets Asia president Prashant Kumar added, “Sandeep’s entrepreneurial background, his keen understanding of the full spectrum of performance marketing – cross-funnel, whole brain, and consumer-centric, will help us accelerate the marketing futures for our clients. He will be a key ingredient to the 'Agency of the Future' we are trying to build in the region. We are very excited.”

Bastikar reports into Kumar in this role and will be based in Singapore.