Sophie Chen
Jun 20, 2013

Affinnova expands to Asia with regional HQ in Singapore

SINGAPORE – Affinnova, a US-based marketing technology company, has expanded into Asia with a new office in Singapore as its regional headquarters, and additional offices in India and China to open within a year.

Affinnova expands to Asia with regional HQ in Singapore

Holding patents on algorithms and technology, Affinnova offers optimisation of consumer products, advertising and design across different industries, including FMCG, retail, finance and healthcare, according to the company.

Expecting Asia to be a major driver of growth for the company, Waleed Al-Atraqchi, president and CEO of Affinnova, said the new Asia offices will provide increased on-the-ground support to its customers, and help them achieve more effective results from its technology.

“Asian consumers are diverse and demanding, seeking both quality and a strong emotional brand connection,” said Amit Dhand, Affinnova’s executive vice-president leading the business in Asia. “Because Affinnova’s technology platform combines optimisation algorithms with predictive analytics and insights, we can help our customers achieve substantially better innovation and marketing results in this critical, fast-growing market.”

“Currently companies here rely on traditional market research that is heavily dependent on past data to predict future outcomes,” Johan Vrancken, vice-president of client services, told Campaign Asia-Pacific. “In Asia, past is a poor predictor of the future. This region reinvents itself continuously and is driving innovation on a global scale.”

Working with clients including Nestlé, Unilever, Coca-Cola and P&G, Affinnova’s technology deploys predictive analytics and uses actual consumers to predict future outcomes, Vrancken said.

Headquartered in Waltham, Massachusetts, Affinnova also has offices in Chicago, London, Munich, Paris and Geneva.

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