MediaCom has won Alibaba’s media strategy and buying account, according to a report published by The Drum. MediaCom’s Chinese division will manage the account, working closely with local markets.
The agency prevailed in a competitive pitch, battling it out against Publicis Media, Dentsu Aegis and Wavemaker. The account includes media services for Alibaba’s Tmall World, Taobao International, Alibaba Cloud and Dingtalk.
“This is a fantastic opportunity to help one of the world’s top 10 companies to continue their success story, and is a big vote of confidence for how MediaCom China can lead the international expansion of Chinese brands looking to take their success to other markets,” said Rupert McPetrie, CEO of MediaCom China, per The Drum.
“MediaCom has a very strong global network. With MediaCom China as a hub, offering deep understanding of Tmall World’s culture and business objectives, we can develop a focused and consistent strategy, which our local markets are well positioned to adapt and implement effectively,” he added.