Lemma, an independent SSP platform for DOOH, announced the expansion of the team in Australia with the hire of Wasiq Kidwai as Director of Sales and Business Development.

He joins Lemma with the brief to bring in a shift of digital spends towards programmatic DOOH as part of the mainstream ecosystem. In his new role, Wasiq will be responsible for expanding Lemma’s regional business through strategic agency and brand partnerships while also building the local team and onboarding new screen partners across Australia.   

Wasiq has extensive agency-side experience, having held planning and investment roles at GroupM, Mindshare & Havas Media. In his most recent stint with GroupM India, he was responsible for trading and Investment, where he has closely worked with media, adtech and data partners.

Wasiq Kidwai, Director of Sales & Business Development, Australia, said: “Lemma is uniquely positioned to guide and accelerate the pDOOH agenda in the region whilst their expansion plans align with the larger goal of connecting mainstream to the digital OOH. At the same time, I am excited about this medium, especially at the pace at which it’s evolving. I am sure DOOH is the future of advertising.”

Gulab Patil, Founder & CEO of Lemma, said, “As Lemma expands its presence in various markets, we need the strongest digital and inventive minds to help us pave the way and make our vision of transforming DOOH mainstream digital a reality. Wasiq exhibits exceptional expertise in the digital media space, with years of agency experience. We certainly see him as a vital part of our growth in the AU market in the future.”