Publicis Media's Performics makes key hire

The digital and performance marketing firm Performics India has appointed Suhael Choudhury as senior vice-president and business head - West. She will report to Mayoori Kango, chief digital officer, Performics and Resultrix.

For the record, Performics is the performance marketing arm of Publicis Media, a Publicis Groupe collection of agency brands and capabilities focussed on delivering 'connection solutions' at scale.

Choudhury has 15 years of experience across integrated marketing, account management and business development. She was previously associate director - marketing and campaign management, at Aimia Inc., a data-driven marketing and loyalty analytics company. Her experience spans key positions across organisations such as Ignitee Digital Solutions, Ogilvy One Worldwide, Solutions Digitas, GroupM Interaction and Indigo Consulting. She has worked on brands including Axis Bank, HDFC Bank, Hindustan Unilever, Lakme Salon, The Mobile Store, and UTI Mutual Funds.

Choudhury's role is to strategically build and support business transformation for Performics and drive cutting edge solutions in media analytics, media technology, and programmatic solutions.

Commenting on Choudhury's role, Kango says, "Choudhury is a key hire for us. She understands the interplay of customer communication, technology, data and analytics well. These are much sought after skills, not just in India, but across the globe. She carries the responsibility of deepening and growing businesses across existing and new clientele. Our business is undergoing a transformation and the opportunities are huge. We are the undisputed leader in performance marketing and she will add visibly to our offering."

Talking about her appointment, Choudhury says, "In my career of 15 years in integrated marketing, I have constantly seen the next happening now. Technology has not only transformed brand communication, but also opened up multiple engagement points. Data is now the core of any business powered by technology enablers. I join Performics at a time when the Group has embarked on its 'Power of One' vision with Publicis Media, and hence, I am even more excited about the tremendous possibilities that can create a deep impact on the business."

Performics started out as an affiliate marketing company in 1998. It was acquired by Google in 2005. In 2008, Publicis bought the agency business from Google, with the latter retaining the affiliate business which is now known as the Google Display Network worldwide and the bid management platform Double-Click.

In India, Performics was launched in 2010. Its core offering has always been that of performance-led digital solutions such as search, affiliate, and Facebook. Performics India also launched a mobile division in 2014. In 2015, it set up a Centre of Excellence for Search and Mobile that brings solutions to clients. Some of Performics' key clients are Vistara, Airtel, OLX, ICICI Bank, Star India, Standard Chartered Bank, Birla Sun Life Insurance, and Tata AIG General Insurance.