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