He takes over from Larry Rinaldi, who left Wunderman (Media, October 17) for the Asia-Pacific chief marketing officer job at Motorola Asia.
Langton said: "We must demonstrate the tools, techniques and capabilities that we have. We'll accomplish this by being more entrepreneurial, creative in terms of IT, CRM, sales promotions, interactive and database management and results obsessive.
"These offerings are there already but they are not dramatised to the degree we want," said Langton, who will be based in Singapore.
His appointment came as Wunderman launched China Marketing Services Corporation in key Chinese cities.
DY&R and Wunderman Asia-Pacific managing director Chris Jaques said: "The new unit is part of the overall plan to boost Wunderman's appeal among clients. We're starting in China, because the marketing services area now accounts for 55 per cent of total spend."
The company - staffed by about 2,000 people working online - was launched to monitor shelf displays, promotional activities and retail prices. The data collected by the company will all go onto a database which can be accessed by clients in a day.
