Digital happenings this week from Alibaba, Mengniu, Ogilvy, MediaCom China, AKQA and more

Alibaba Group's marketing campaign for Singles' Day this year has helped to break all single-day e-commerce records in China, and in the world. Over 19.1 billion yuan (US$3.06 billion) in total transactions was generated on Alibaba's e-commerce sites Taobao.com and Tmall.com. The figure was more than double the US$1.25 billion recorded on Cyber Monday last year.

Millennial Media and MediaVest have formed a strategic partnership, which allows MediaVest to gain unique access to Millennial Media’s proprietary data set, as well as the ability to beta-test new mobile advertising technology with its clients.

Keen Yim, director of engagement planning at Ogilvy & Mather China, resigned from Ogilvy Shanghai on 12 October after being with the agency for over 15 years. He is believed to have taken up a senior marketing leadership role at Burberry China, but the British luxury brand did not comment on the appointment.

Leon Zhang has been appointed as national head of social media at MediaCom China, where he will be responsible for developing social media opportunities through creative execution, content management and audience analysis for the agency’s key clients, including Volkswagen, Cofco, GlaxoSmithKline, ICI and China Unicom.

Starcom MediaVest Group (SMG) China has promoted Silvia Goh from managing director to chief content officer of its branded entertainment division, LiquidThread China, while also bolstering its digital leadership with two young talents, Donna Sharp and Carl Tsai.

Driven by client demand and the opportunity to attract world-leading talent, digital agency AKQA has expanded into Japan, marking its first office launch in Asia following its acquisition by WPP earlier this year.

Drew Murdoch has joined Isobar Asia-Pacific as regional programme director, working alongside Chris Ryan, international client director for Isobar APAC, on Isobar's growing regional and global business, but will focus primarily on managing large-scale web projects for Kellogg.