TWM 168: How Google Helps Brands Reach South and Southeast-Asian Consumers w/ Lars Anthonisen

(Length: 42 minutes)

This episode was sponsored by the Globalization and Localization Association (GALA).


Lars Anthonisen is the Head of Ads Marketing for Large Customers in Southeast & South Asia at Google. With nearly two decades of international experience in the Internet and media industry, his passion lies at the intersection of technology and marketing. He has worked with clients across the globe – from Europe all the way to the emerging markets of Asia – and from early-stage startups to large organizations. In the course of his career, he has gained an in-depth understanding of marketing, sales and business development across a wide range of cultures and industries.

Originally from Denmark, Lars speaks five different languages and has a background in marketing, economics and business. He began his career on the agency side of the Danish marketing industry. In 2011, he moved to Singapore to take on a Regional Director role with MediaCom, a global advertising and marketing firm. For the next three years, he led MediaCom’s strategic digital planning for Proctor & Gamble across the Asia-Pacific region. In 2014, he joined Google in the role of Regional Business Lead – CPG for Asia Pacific, and he has been with Google ever since.

In his current role, Lars is responsible for helping businesses understand the consumer behaviour and trends that are driving our world, so that their marketing and advertising efforts remain relevant and achieve results. Together with his team, he is focused on driving consistent thought leadership to enable action amongst Google’s large customers, so that they can take advantage of the advancements happening in technology, and from that, understand their impact on consumer behaviour.




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