IPG Mediabrands’ newly remodeled data, tech, insights and activation business Cadreon has appointed Clement Tsang in the newly created role of head of consulting.

Tsang is the second executive appointment announced by new Cadreon CEO Darren Stein, following news that Pat Darcy has joined as national managing director.

Tsang’s role at Cadreon is a first for the agency and the industry.

Stein said, “Clement will lead a team of advisors who will focus on mid term, strategic consultancy to clients. The team will offer a broad service spanning all aspects of the new Cadreon and across each of the key areas where today’s CMOs and CTOs require actionable and effective support.”

“These areas are predominantly in prioritising, activating and measuring marketing investments as well as developing the technology to get them there.”

After starting his career in Australia, Tsang has spent much of his time working in China. He is an advertising and ad tech executive who has most recently been managing director, global brand management and performance marketing at Ogilvy Shanghai and Beijing.

Prior to that he was managing director of Brandscreen, a leading Asia demand side platform. He has an MBA and degrees in law, government organisational structures and political science.

Clement Tsang said, “I was attracted to Cadreon by the agency’s mission to offer marketers a suite of services and solutions that create real business transformation, enabling measurable marketing-created revenue and business value.”

Tsang will work closely with managing director Darcy who joined Cadreon this week. Darcy is formerly commercial director of data-driven marketing company RadiumOne.

IPG Mediabrands announced the creation of the new Cadreon at the end of August this year. The agency has a staff of almost 100 people and its main office in Sydney.