WPP’s programmatic media and tech platform Xaxis has launched in Finland, with Pasi Bruun as its new director.

Caspar Schlickum, chief executive EMEA at Xaxis, said: “[Bruun] brings strong experience in the digital realm and is a proven leader with the drive, strategic thinking and people management ability to have started several successful businesses in Finland.

“He’ll be a great fit at Xaxis and supports our mission of having not just the industry’s best media and technology resources, but the best talent as well,” he added.

Prior to Xaxis, Bruun was vice president, sales and marketing at Liideo, where he also served as a member of the Liideo board. Earlier, he was a co-founder at Finnish ad network, adQ Company, which was acquired by Fonecta. He has also held senior leadership positions at AOL and TradeDoubler.

“Xaxis has transformed the ability of advertisers to form better and stronger connections with audiences through the smart application of data,” said Bruun.

“There’s a real appetite among Finnish advertisers to go beyond the constraints of the market’s existing real-time-bidding tools and with the launch of Xaxis we’re able to expand their options immensely. I look forward to helping lead the next phase in the evolution of programmatic in the Finnish market.”