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GroupM’s Xaxis Named Leanne Bowles As New GM For Japan


Leanne Bowles has been appointed as the General Manager for Xaxis Japan by Xaxis, GroupM’s outcome media specialist. Arshan Saha, Xaxis CEO, Asia-Pacific, and Michael Beecroft, GroupM CEO, Northeast Asia, will report to Bowles. Bowles’ responsibilities include driving the growth of programmatic advertising in a hyper-connected Japanese market and managing the agency’s relationship with its clients.

Bowles has ten years of GroupM experience, including four years with Xaxis Asia Pacific before moving to Mindshare China as a Partner, Investment Strategy for over three years, where she created, delivered, and executed innovative solutions to produce value for her clients.

Xaxis maximises the outcome of digital media investments for more than 3,000 brands through its proprietary AI solutions, in 48 markets around the world including Japan. However despite a high internet adoption rate and incredible connectivity, Japanese consumers record the least amount of time spent online. according to a GWI survey of 46 key economies. This suggests that advertisers need to compete harder for attention and engagement from consumers, and Bowles’ key focus in her role is to drive value for Japanese advertisers.

Arshan Saha, Xaxis CEO, Asia Pacific commented on Bowles’ appointment in Japan. He said, “Leanne is incredibly talented and we are thrilled to have her back with us at Xaxis. Her experience in growing teams and delivering outcomes for clients, combined with our cutting-edge AI in programmatic and creativity will bring incredible value to our operations in Japan. I look forward to collaborating with her.

A firm believer in workplace diversity, Bowles previously led the Mindshare Balance Champions initiative in China to raise awareness and support colleagues on their well-being journey. She will leverage her experience in Mindshare’s DEI (Diversion Equality Inclusion) Council to further drive Xaxis’ initiatives and instil a value-driven organisation that celebrates diversity.

Reflecting on her appointment, Bowles said, “I’m incredibly excited to be returning to the Xaxis family, and am looking forward to working together with Arshan Saha and Michael Beecroft once again. . In an era where leaders need to take charge and foster a culture of work life balance, diversity and inclusion. I’m honoured to have the opportunity to drive this in my role in Japan”

Michael Beecroft, GroupM CEO, Northeast Asia, commented, “Leanne has proved herself as an invaluable member of the GroupM family, whether in Xaxis or Mindshare. Her knowledge and diverse experiences from across the GroupM network will empower her for this role as General Manager Xaxis Japan. Importantly, Leanne is also extremely passionate about championing female leaders, and inspiring people like her will truly make a difference in our industry.”

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