IPG Mediabrands' Rally hires new regional director of social analytics from HP

Elango joins the agency from Hewlett-Packard global analytics, where he was responsible for social media analytics of HP's owned and earned assets. 

In his newly creeted role, Elango is expected to bring further depth to Rally's insight into the interaction between earned media and brand outcomes, such as preference and market share. Rally is currently present in Singapore, Thailand and Hong Kong.

Prashant Kumar, president, World Markets Asia commented that the social media hype must be tempered by an objective and accountable view of return on social investment. "Elango is uniquely placed to own that for our clients," Kumar said.