In the first major advertising initiative since the site’s formal launch last month, P&G’s display ads will promote the conglomerate’s Safeguard and Olay marques.
“We have been talking to P&G and its media agency Starcom China for a long time,” said Matt Roberts, general manager of abang.com.
The deal continues P&G’s push into China’s online sector. The group recently hired Nurun to create an online campaign for Pringles.
According to Nielsen Online, FMCG companies made up just 10 per cent of China’s online ad market last year.
Abang.com differs from the rest of the Chinese blogosphere by drawing its content from named grassroots specialists who have contributed on more than 1,000 topics. About.com’s goal is to learn from the failures of previous Western internet ventures in China by ensuring localised content. Roberts said the site’s credibility was attractive to advertisers.
P&G seals ad tie-up on China's abang.com
BEIJING - Procter & Gamble has signed a year-long deal with Chinese lifestyle and information site About.com China (abang.com).
