MUMBAI: Havas Media has announced the expansion of its specialist Performance and quantitative marketing arm, Ecselis ,to Singapore, Kuala Lumpur and Sydney.

Ecselis will be headquartered in Singapore and will be led by Rajeev Bala who takes charge as MD for Asia Pacific. He will report to Havas Media Asia Pacific CEO Vishnu Mohan.

The Kuala Lumpur and Sydney offices are likely to be fully functional by the end of second quarter.

Mohan said, “The need for advanced quantitative and performance orientated skill sets is growing rapidly. Rajeev has done a great job of building Media Contacts in the region, and has the deep domain and consultative expertise to grow Ecselis, as we expand our digital footprint across the region.”

Bala joined Media Contacts in 2008 to lead the Singapore operations and was later promoted to the role of regional director of Media Contacts for Southeast Asia.

On his new role, Bala said, "Ecselis is already an established organisation with very niche skills. I am excited by the opportunities and see Ecselis evolving into a deeply specialised company. We have aggressive plans for growing this across APAC over the next four quarters.”

Ecselis was launched in 2009. At present, it has a team of 55 performance experts based in the country with clients across SEA, India, Europe and Australia.

The agency will complement Havas Media’s existing brands MPG, Media Contacts, Mobext and HS&E by providing specialised services including Conversion Rate Optimisation, Attribution Modelling, Quality Score Management in addition to data, search and analytics.