Faaez Samadi
Jan 2, 2018

Zenith wins DiDi Chuxing media portfolio

Move consolidates ride-sharing company’s media work under one agency.

Zenith wins DiDi Chuxing media portfolio

DiDi Chuxing, the world’s largest ride-sharing company, has appointed Zenith as its media agency in mainland China.

The remit covers all aspects of integrated media buying and planning, across both digital and traditional media. Zenith has created a bespoke agency unit, D+Z, specifically to meet DiDi’s needs. Headquartered in Beijing, DiDi operates in more than 400 Chinese cities and has in excess of 450 million users.

Previously, DiDi had been working with various agencies on a project basis, but it called a pitch last year to consolidate its media work under one group.

Bertilla Teo, CEO of Publicis Media Greater China, said the agency’s demonstrable understanding of Chinese consumers across the different tiered cities was key to its success. A DiDi spokesperson said Zenith's data-led approach tallied with the company's ambitious growth plans. 

Bertilla Teo

 

Related Articles

Just Published

2 hours ago

Yext throws it back to the ‘90s

The integrated marketing campaign spotlights outdated search technology with a side of nostalgia.

2 hours ago

Heineken reignites sporting rivalries ahead of Uefa ...

Campaign created by Le Pub, includes activations during the tournament across Europe, with support from brand ambassador and France legend Thierry Henry.

2 hours ago

Is spam-busting AI tech reducing amount of hate ...

Hate removal has spiked, but overall content deletion is down. Is spam-busting AI tech the answer?

2 days ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.