PHD China has added De'Longhi's media account in China to its kitty, Campaign Asia can exclusively reveal.
The win, worth an estimated US$10 million in billings according to Comvergence, displaces Group M's Wavemaker, which held the Italian coffee machine and kitchen appliance brand's media AOR since 2021 across key growth markets like the US and Canada.
De'Longhi's three primary brands include De’Longhi, Braun and Kenwood. For the mandate, PHD will be responsible for the brand's integrated media strategy and planning, buying and execution, landscape research, and data analytics and tracking. To filfil the scope, the shop will lean on Omni, Omnicom's marketing intelligence platform, and in particular its GEO capabilities, a growing area of focus as brands adapt to search and discovery behaviours increasingly shaped by AI and large language models.
Cynthia Zhang, CEO of PHD China, said, "Lifestyle brands, particularly those built around coffee culture, are shifting from product-led narratives to experience-driven engagement. Today’s media strategy must to reflect changing consumer contexts while maintaining a distinctive and consistent brand voice across all touchpoints.”
