Lemma announced the expansion of their team in Australia with the hire of Wasiq Kidwai as director of sales and business development.
Kidwai joins the independent SSP platform for Digital Out of Home (DOOH) with the brief to bring in a shift of digital spends towards programmatic digital out-of-the-home as part of the mainstream ecosystem.
In his new role, Kidwai will be responsible for expanding Lemma’s regional business through strategic agency and brand partnerships while also building the local team and onboarding new screen partners across AU.
Kidwai has extensive agency-side experience, having held planning and investment roles at GroupM, Mindshare and Havas Media.
In his most recent stint with GroupM India, he was responsible for Trading and Investment, where he has closely worked with Media, AdTech and Data partners.
Kidwai said of his new role on the team: “Lemma is uniquely positioned to guide and accelerate the pDOOH agenda in the region whilst their expansion plans align with the larger goal of connecting mainstream to the Digital OOH.
“At the same time, I am excited about this medium, especially at the pace at which it’s evolving. I am sure DOOH is the future of advertising,” he added.
Gulab Patil, founder and CEO of Lemma, said: “As Lemma expands its presence in various markets, we need the strongest Digital and inventive minds to help us pave the way and make our vision of transforming DOOH mainstream digital a reality.
“Wasiq exhibits exceptional expertise in the digital media space, with years of agency experience. We certainly see him as a vital part of our growth in the AU market in the future,” Patil added of Kidwai’s appointment.
Lemma is an independent SSP for Digital Out of Home, envisioning the transformation of DOOH into the mainstream digital ecosystem by establishing direct connections with leading global Demand Side Platforms.
It has enabled multi-channel buyers and suppliers to connect and transact in DOOH without having to modify their platforms or do a custom integration.
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Top image: Wasiq Kidwai