GroupM wins Honor’s global media account, taking over China planning from Publicis

GroupM has been awarded a three-year global media strategy and media buying contract with Chinese smartphone company, Honor, with the option for a one-year extension, Campaign can reveal.

The contract will run from 2025 to 2028 and covers both China and overseas markets. Publicis, which has been responsible for media planning in China, is expected to hand over the country-specific planning account by the end of 2024, according to sources close to the matter.

Publicis declined to comment when contacted by Campaign.

According to COMvergence data, the media buying business in China for 2024 is valued at US$108 million, excluding other global markets and media planning.

Honor, originally a sub-brand of Huawei, became independent in 2020 and has since established itself as a global player in the smartphone and smart device market. The brand is known for its focus on digital natives and for pushing technological innovation, particularly in AI and screen technology. Its latest flagship product, the Magic V3, holds the record for the slimmest foldable phone, following the success of the Magic V2.

According to the press release shared with Campaign, the brand chose GroupM for its global network and capabilities and AI technology to optimise media efficiency and effectiveness.

Milton Liao, GroupM's recently appointed client president of South China and head of GroupM GBA and Outbound Business, commented: "Honor has become a benchmark for Chinese brands on the global stage. We look forward to continuing our collaboration and unlocking new opportunities."

Rupert McPetrie, GroupM China CEO, added: "The presence of Chinese brands in global markets is growing, and Honor is at the forefront. We are excited to partner with them as they continue to expand globally and redefine media strategy."

This GroupM appointment comes amidst a period of leadership changes and client shifts within the agency. Recently, WPP's Mindshare had a key win with Unilver's media mandate in US, UK, China, and Indonesia. Furthermore, WPP recently secured Amazon's global media account across EMEA and APAC.