Havas Media has announced the expansion of its specialist Performance and Quantitative marketing arm, Ecselis to Singapore, Kuala Lumpur and Sydney.

Launched in India in 2009, Ecselis currently has a team of 55 performance experts based in the country with clients across SEA, India, Europe and Australia.  Ecselis will complement Havas Media's existing brands MPG, Media Contacts, Mobext and HS&E by providing specialised services including Conversion Rate Optimisation, Attribution Modelling, Quality Score Management in addition to data, search and analytics.

To be headquartered in Singapore, Ecselis will be led by Rajeev Bala, who takes charge as Managing Director for Asia Pacific, reporting in to Vishnu Mohan, CEO of Havas Media Asia Pacific. Rajeev joined Media Contacts in 2008 to lead the Singapore operations and was subsequently promoted to the role of Regional Director of Media Contacts for Southeast Asia. In the last four years, Rajeev has been credited with infusing exceptional talent at the agency along with building an impressive client roster.

Commenting on the expansion, Vishnu Mohan, said: "The need for advanced quantitative and performance orientated skill sets is growing rapidly. Rajeev has done a great job of building Media Contacts in the region, and has the deep domain and consultative expertise to grow Ecselis, as we expand our digital footprint across the region."

On his new role, Rajeev Bala, Regional Director of Media Contacts said "Ecselis is already an established organisation with very niche skills. I am excited by the opportunities and see Ecselis evolving into a deeply specialized company. We have aggressive plans for growing this across APAC over the next four quarters."

The agency is in the process of hiring senior executives for Kuala Lumpur and Sydney offices. The offices are likely to be fully functional by the end of second quarter.