Mirum acquires Chinese digital consultancy 3Ti Solutions

3Ti chief executive and founder Andrew Tong will assume the role of Mirum China CEO.

Mirum, the WPP-owned global digital agency, has acquired Chinese digital consultancy firm 3Ti Solutions as it seeks to expand its services in the APAC region.

The deal will see 3Ti’s three offices in Shanghai, Shenzhen and Xi’an rebranded as Mirum, with 3Ti chief executive and founder Andrew Tong to assume the role of China CEO.

The new Mirum China offices will work closely with the agencies existing teams in Beijing and Hong Kong, as well as WPP advertising agency J Walter Thompson China, to offer local and global clients services in digital business strategy, product design and development, software and mobile app development.

3Ti currently employs around 100 people and works with clients such as, China CITIC Bank, China Eastern, Ctrip, Mastercard, UnionPay, Michelin China, Ikea and Oppo Electronics.

The acquisition enables Mirum to further expand its presence in the region, the agency also has offices in Manila, Vietnam, Thailand, Indonesia and Singapore.

It also provides the agency with an R&D capability aimed at developing proprietary programs.

John Gutteridge, Asia Pacific CEO of J Walter Thompson, said the acquisition was a “core component” of the agency’s APAC strategy to marry creativity and technology. “As we continue to look towards creative innovation and product solutions to solve human challenges and business problems. The 3Ti business provides new skills that complement the group very well.”

The move comes as WPP moves to strengthen its digital presence in the APAC region. Last month, JWT China appointed digital specialist Janet Dai as managing director of the Beijing agency.

Earlier this year, WPP's digital heavyweight AKQA expanded its agency brand launching offices in Singapore, Australia and New Zealand following a merger with digital agency DT.

Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

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