Jenny Chan 陳詠欣
Aug 28, 2017

Alibaba Group appoints Blue 449 for media planning in China

Scope covers media planning, but not buying, over traditional and digital channels for Alibaba's major properties.

Alibaba Group appoints Blue 449 for media planning in China

Alibaba Group appointed Blue 449, previously known as Optimedia, as its media agency in mainland China. The remit covers media planning across all traditional and digital media for Alibaba's major properties including Tmall, Taobao and Youku.

This is the first time Alibaba named an agency for comprehensive media planning domestically. 

Blue 449 has been carrying out work for the client since May this year (such as campaigns for Taobao Maker Festival and Tmall Genie X1 smart speaker) after it won a pitch against WPP, Dentsu Aegis Network and Omnicom Media Group. It is only officially announcing the appointment now as the agency has been clarifying its scope of work for the past three months.

Blue 449 won a piece of overseas media work for Alibaba last year, while this win is for work within mainland China. “The Blue449 team always provides strong support for our media strategy with their specialised knowledge, smart performance and open-source capabilities,” said Mary Zhou, head of media for Alibaba Group.

Alibaba, being both a media owner and also media investor, conducts media buying on its own, so the scope does not include generally voluminous media trading.
 
Vivian Zhu, CEO of Blue 449 China, told Campaign that trading is only one part of the agency's "transforming" business model. "Brand-building and consultation is another part which we are very excited about, especially with giant brands like Alibaba," she said.

Blue 449's media-planning win is separate from the data partnership struck at the higher Publicis Groupe level with Alibaba this June for what it described as "uni marketing". "We are proud of the deep relationship though," Zhu added.

Related: VIDEO: Uncovering Alibaba's goldmine of data

Source:
Campaign China

Related Articles

Just Published

1 day ago

Google report sees glimmer of recovery in travel ...

Consumers will prioritise hygiene, use travel bubbles and begin with short vacations, a new report suggests.

1 day ago

The Apprentice, refreshed, leads One Championship ...

With live events on hold, the mixed martial arts promoter will be presenting a revamped spin-off of the reality-TV format to help keep its global audience of millions, and brands, hooked.

1 day ago

Dentsu Aegis to allow Australia staff to WFH for ...

Move comes after internal survey found overwhelming majority of staff want to maintain the current work-from-home arrangements.

1 day ago

Japan law tightens regulation of major ecommerce ...

TECH BITES: Law addresses concerns that tech giants are abusing their market power and leaving small businesses out of pocket.