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APPOINTMENTS & ANNOUNCEMENTS

The Kraft Heinz Company, one of the world’s largest food & beverage company, has
appointed Karina Ong as its Chief Marketing Officer for the Asia Pacific region.

Based in Singapore, she will lead the growth agenda for the brands and spearhead the long-term
innovation pipeline for Kraft Heinz portfolio in the zone.

As CMO, Karina also joins the Kraft Heinz regional leadership team, reporting directly to Rodrigo
Wickbold, Kraft Heinz APAC President. Karina Ong

Karina brings to the team close to 18 years of consumer marketing experience at the regional and global level.
Prior to joining Kraft Heinz, she was with Unilever where she held several roles, the latest as Global Brand
Development Director for Pond’s. Prior to Unilever, Karina was also responsible for leading key brand and
marketing teams at Johnson & Johnson and Lux Asia. ◊

RTB House, a global company that provides state-of-the-art retargeting technology for top brands
worldwide, won the 2018 ‘AIconics Award’.

The annual awards, celebrating the drive, innovation and hard work in the international AI business community,
was held for the 3rd time in partnership with Microsoft and Imperial College London.

RTB House was recognized for Best Application of AI for Sales & Marketing because of its deep learning
technology that offers truly personalized marketing. It is an innovative branch of machine learning that closely
imitates the work of the human brain in processing data and creating patterns of decision making.
From a marketer’s perspective, deep learning has made a huge impact on the entire advertising industry. It made
it possible to get more reliable, richer, machine-interpretable user descriptions of customer’s buying potential
without any human expertise. This technology can predict a user’s unique habits and desires for the advertising
industry. It is simplifying our everyday user experience by bringing deeply targeted ads that contain not only
products we are more likely to buy, but also those which we haven’t seen or products we haven’t even thought
about, but which fit our shopping profile, or which may be interesting for us.
According to RTB House, deep learning algorithms make advertising activities up to 50 percent more efficient
than those based on machine learning. In 2017 RTB House become one of the few companies in the world to
have developed and implemented its own technology 100 percent based on deep learning, for purchasing ads in
the RTB model. Recently, RTB House opened an AI Marketing Lab, which researches and develops cutting edge
mar-tech solutions for both publishers and advertisers. ◊

Lucien Harrington joins management consultancy Lynxeye as Managing Director for Asia
Pacific.

Lucien is an innovative entrepreneur who has built successful brands, businesses and teams across
Europe, China, India and Asia Pacific for some of the most recognized global brands as well as start-
up businesses.

Lucien His experience, gained across 20 years of working in over 30 countries, has given him deep insight
Harrington
and empathy for clients’ potential, objectives, challenges and vision. Working with Walt Disney, Fox
and Time Warner allowed him to gain an appreciation for strategies required to expand existing brands and
develop new brands to launch into under-penetrated markets. His time with FutureBrand Asia saw him lead the
transformation of the agency to become one of the most awarded agencies during his tenure, winning global and
regional awards for companies that included Alibaba’s, Ant Financial, MGM, Haitong, Swire Group, MGM and
CITIC PE.

With clients that include Ikea, Volvo, Spotify, Geely, Pernod Ricard and Unilever, Lynxeye has been helping some
of the world’s most innovative companies grow across Europe, North America and Asia Pacific since 1999. ◊

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