Johns, former CEO of Aegis' econometric modelling subsidiary SPI Japan, has been charged with developing SPI across 10 markets in Asia, following the success of its first office outside Japan, in Australia, two years ago.
Modelling services, which can be used to help advertisers maximise the impact of their budgets across different media and marketing disciplines, are taking off as marketers come under greater pressure to demonstrate ROI, Johns noted. "Everyone is saying 'I need to do this, but where's the solution?' That's what's driving all this," he said.
India is already a sophisticated, numerically-driven market where SPI could take off quickly, Johns added, serving as an outsourcing centre for the rest of the region. He also named China, Malaysia, the Philippines and Taiwan as the markets with immediate potential for SPI, where the budget and marketing sophistication of major brand-owners are high enough to justify an investment in modelling services. Demand in other parts of the region was also expected to grow, he added.
Akira Mariyama, former co-manager of SPI Japan, has assumed full responsibility for the office following Johns' relocation.
Johns leads SPI charge in Asia
Aegis Media is launching a new network of ROI measurement services, transferring Michael Johns from Tokyo to Singapore to lead a regional roll-out.