Andrew Tu

APAC Managing Director, The Trade Desk

Andrew is a 23-year veteran creating, driving and building digital-related businesses both in the US and across Asia.

Highlights:

Mid-1990s: Andrew saw the potential for Interactive Marketing and launched the first Ogilvy Interactive office in Hong Kong

Late-1990s: He was recruited by Microsoft to join the newly formed MSN team in Asia to launch the business across 8 markets in APAC.

Mid-2000s: He was recruited by Astro to help launch their Interactive TV and mobile unit responsible for SMS-TV services, mobile downloads, 3GTV (mobile TV streaming), and Interactive TV applications (red-button).

Late-2000s: Andrew led the regional digital team within OMG across the Asia region working on Intel, Apple, Standard Chartered, Visa, Johnson & Johnson, McDonald’s, Estee Lauder, etc.

Over the past 4 years Andrew launched 2 startups into the APAC region as their Vice President of Business Development.

Most recently, he was with Brandscreen, an Australian DSP startup, and helped build their business in Asia from nothing to becoming the market leader in 18 months.

Today, Andrew is with The Trade Desk. An US-based DSP with advanced features that goes beyond RTB display media buying. As the APAC MD – he am responsible for all aspects of building The Trade Desk’s business.

His other interests:

Co-founder/co-organizer: iamWednesday Singapore (formerly known as WebWednesday) – the largest offline-online marketing networking event and community in Singapore (www.webwednesday.com.sg)

Andrew is an active angel investor in ad technology built in and for the Asian digital ecosystem.

Specialties:

1) New business creation; from business plan development, hiring and mentoring talent, revenue, and market leadership.

2) Highly effective developing and cultivating deep relationships with client senior executives (CEO, MD) but also capable to interact with Ad Operations teams (Campaign Managers, Analysts)

3) Deeply involved with efforts to drive digital marketing growth in the region through advocacy, education, and innovation.

Based in Singapore.

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