The division, which officially launches this month, sees Carat client services director Bala Pomaleh take over as managing director.
The six-strong team includes account directors Ramesh Marthaveron, who joins from Kinetic, while Damian Yee joins from Telekom Malaysia where he managed the advertiser’s OOH.
Pomaleh commented: "We have a diverse team from both traditional media and the client side, and planning tools which clients are saying are the best in the market."
He added: "We need to rally the industry to spend more out of home. In Malaysia, sixty per cent of people's time is spent outdoors, yet only 3.5 per cent of media spend goes out of home."