WPP-backed media agency Msix opens Sydney office, with Mindshare’s Kevin Rooney joining as APAC CEO

Media agency Msix has expanded into APAC with the opening of a Sydney office and the immediate appointment of Mindshare’s Japan and Korea CEO, Kevin Rooney, as CEO for the region.

Msix is backed by WPP, with its ownership structure split between holding groups The & Partnership and Group M. The expansion follows Msix’s recent global account win of video games company Electronic Arts. With a Sydney presence and Rooney on board, Msix will take on media planning and buying responsibilities for EA across APAC.

“We’re really excited to establish this new regional APAC hub for MSix in Sydney,” said Jess Burley, Msix’s global CEO to whom Rooney will report.

“We’re extremely happy to welcome Kevin back into the Msix family. Not only is he an excellent business leader with a proven record of success, he is also a lovely person who really embodies the values of Msix – energy, honesty and a pioneering spirit.”

Rooney’s appointment is effective immediately

Rooney will relocate from Tokyo for the position, where he has held the Mindshare CEO Japan and Korea position for a year. Rooney has been with WPP agencies for 15 years, and previously served as Msix managing director in Asia, from May 2013 until February this year (overlapping with roles at Mindshare).

“It’s great to be back in Msix, I’m delighted to be able to kick off with the launch of our new Sydney office and looking forward to reconnecting with our teams across the region; driving some of the amazing initiatives that our global team have been pioneering around the world and further enhancing the great work we are delivering for our clients in APAC,” Rooney said of the new role.

Msix’s current APAC client portfolio includes Burger King, Telekom Malaysia and Malaysia Airlines, and the agency says placing its team within client teams is what sets it apart, with more people embedded in client offices than agency-based.


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