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Performics promotes insider to worldwide CEO

Performance marketing company Performics promoted Daina Middleton to worldwide CEO, the company said on Dec. 8. Middleton previously served as Performics’ U.S. CEO.

Middleton, who will retain her U.S. duties, said the U.S. represents the agency’s largest market “from a revenue and [profit and loss] standpoint,” and she will split her responsibilities between the U.S. and worldwide. She said her goal for 2012 is to expand Performics’ global footprint.

“At least for 2012 we have a cursory presence in Latin America and that will continue, but we believe our biggest focus will be continuing further expansion in Europe and Asia for 2012,” she said. “Certainly there will be a lot of activity in terms of office expansion in [Asia-Pacific] for 2012 and a moderate expansion, I would say, in Europe.”

In conjunction with Middleton’s promotion, Performics has named Frederic Joseph CEO for Europe, Middle East and Africa, and Gareth Mulryan regional director for Asia-Pacific. Both Joseph and Mulryan report to Middleton.

Asked what specific markets Performics is considering to expand into, Middleton said Hong Kong, South Korea, Indonesia, Taiwan and Malaysia.

Middleton said Performics will also look to grow its capabilities in 2012 by applying the principles of search marketing to performance-based display advertising, social media marketing and mobile marketing.

Middleton will continue to report to ZenithOptimedia North America CEO Tim Jones. Zenith Optimedia, a media services company, is Performics’ parent company.

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