Alibaba has appointed MediaCom to manage the overseas media strategy and buying as the Chinese e-commerce giant continues its ambitious international expansion.
The appointment, which followed a pitch involving Publicis Media, Dentsu Aegis and Wavemaker, includes for media services for Tmall World, Taobao International, Alibaba Cloud and Dingtalk.
MediaCom has been tasked with helping to drive traffic and increase conversion rates for Tmall World, the e-commerce site which caters to nearly 100 million overseas Chinese. It will also look to boost awareness of Alibaba Cloud and Dingtalk services.
The account will be managed out of MediaCom China, with the agency working closely with local markets.
Rupert McPetrie, chief executive officer of MediaCom China said, “This is a fantastic opportunity to help one of the world’s top 10 companies to continue their success story, and is a big vote of confidence for how MediaCom China can lead the international expansion of Chinese brands looking to take their success to other markets.”
“MediaCom has a very strong global network. With MediaCom China as a hub, offering deep understanding of Tmall World’s culture and business objectives, we can develop a focused and consistent strategy, which our local markets are well positioned to adapt and implement effectively,” said McPetrie.
The appointment comes as the e-commerce giant continues to expand its services globally following the launch of offices in Europe, Australia and most recently Malaysia. Alibaba founder Jack Ma has spoken of his ambitious growth targets and estimates that Alibaba's e-commerce activity will rank as the world’s fifth-largest economy by 2036.