Chinese mobile social network Momo appoints TBWA\Shanghai to transform brand
Mobile social networking platform Momo has appointed TBWA Shanghai to manage its creative and brand strategy account.
Joanne Lao, CEO, TBWA Greater China
Momo has tasked TBWA Shanghai with developing a 'fast-moving creative process' to transform the brand’s communications as it looks to drive growth in 2017.
The agency will support Momo to optimise the social user experience and build a strong brand image for China’s third largest mobile social networking platform.
Joanne Lao, CEO, TBWA Greater China, said, “China’s social media landscape moves at speed; constantly innovating, challenging and changing. With over half of China’s population accessing social media platforms, the ecosystem is complex and competitive.
“As a leading platform, Momo’s ambition to continue to grow and forge greater connections with its customers makes it an exciting opportunity to develop work that shapes culture.”
Wang Li, COO of Momo, said, “Delivering our brand and products in a relevant and timely way is challenging in the complex communication environment we face. I believe TBWA’s rich experience will help our brand maintain effectiveness and novelty in this competitive market.”
The appointment, which followed a competitive pitch, is effective immediately.