Wavemaker drives global Alibaba Singles Day campaign

The GroupM agency is tasked with increasing the ecommerce event's impact beyond China and beyond overseas Chinese people.

Wavemaker, the agency created by the merger of Maxus and MEC, is taking on the global campaign for Singles Day, with a remit to expand Alibaba's annual online shopping bonanza beyond China's borders and beyond Chinese people living overseas.

The global campaign is being carried out from Wavemaker's Hong Kong office and focuses on Hong Kong, Southeast Asia and the US primarily it does not include activity within China. Speaking to Campaign Asia-Pacific,...

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