Aladdin consolidates creative duties with Grey in Korea

The alignment is reportedly a move by the company to consolidate its above- and below-the-line advertising accounts with a single agency. The account is understood to have previously been divided between a consortium of up to four boutique agencies.

Steve Yi, chief strategy officer at Grey Korea, compared Aladdin to Amazon, which performed well in Interbrand's brand rankings, and described the business as “small but still growing”. The site offers Korean-language books across a range of genres from children’s interest to economics.

The account is expected to focus on radio and print material, with billings around US$1 million.