The appointment came as the result of an open day Kinetic held in Kuala Lumpur last week where its executives explained the benefits of targeted outdoor planning.
"I see this as an encouraging indication that advertisers are taking measurement more seriously and accepting that specialist help in the outdoor channel has demonstrable advantages," said Alex Thompson, the Asia Pacific CEO of Kinetic.
"I see this as an encouraging indication that advertisers are taking measurement more seriously and accepting that specialist help in the outdoor channel has demonstrable advantages," said Alex Thompson, the Asia Pacific CEO of Kinetic.
Kinetic's tools allow clients to map their outdoor exposure and buy sites within close proximity to relevant retail outlets. The agency's AIM system enables clients to score their sites according to their level of exposure.
Thompson added: "Strategically, Sony has done some good stuff with outdoor. But with greater confidence in the medium they will feel more able to use it as a tactical medium."
Kinetic will work closely with MEC, which secured the regional Sony media business in January.
