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

 

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Generation Greytt: The trillion-dollar market that ...

Armed with unprecedented pocket power and digital savvy, the over-50s are redefining what it means to age. Yet businesses remain fixated on youth, overlooking a demographic that's more adventurous, connected and ready to spend than ever before. Rajeev Lochan opines.

1 day ago

TBWA dominates in Japan/Korea AOY 2024 awards

Accenture Song and TBWA walked home with multiple metals at the 2024 Campaign Asia-Pacific Agency of the Year awards for Japan and Korea. Check out the highlights here.

1 day ago

Hong Kong's unique spirit: A 'Never Normal' love ...

Forget dim sums and skyscrapers, over 40 brands and influencers from Hong Kong join forces to embrace the city's chaotic charm, eclectic character, and resilient spirit in an unconventional campaign.

1 day ago

Global ad spend to hit $1.08 trillion in 2024 as ...

WARC's latest study also reveals tech giants' intensifying dominance of global ad spend and social media leading unprecedented growth—but regulatory headwinds still threaten to reshape this burgeoning landscape.