Jenny Chan 陳詠欣
May 17, 2012

OMD increases compatibility with ZhenAi.com after media retainer

GUANGZHOU - Online matchmaking site ZhenAi.com has retained OMD China and extended its media assignment to cover advanced analytics, branded content, dashboard creation and maintenance services.

OMD increases compatibility with ZhenAi.com after media retainer

The retainer comes as a result of a three-way pitch involving Mindshare, Maxus and OMD. The pitch took place in early April and OMD was announced the winner last week. The account is estimated to be worth US$90 million (RMB 570 million) in monitored adspend.

In their third year of media partnership, ZhenAi has now extended OMD's services beyond media planning and buying to cover advanced analytics, branded content, dashboard creation and maintenance.

Bhasker Jaiswal, managing partner of OMD's Business Intelligence specialist unit, said his team will work with the planning team to provide return-on-investment modeling based on the client's business needs. For instance, a tailor-made dashboard will enable continuous monitoring and real-time optimisation of ZhenAi.com's communications.

As of March, the Shenzhen-based online matchmaker has 40 million registered members who use its internet and telephone matchmaking services to seek romantic relationships. It primarily targets the 25-to-45 age group.

Siew Ping Lim, CEO of OMD China, added, "Given ZhenAi's business model, it is critical for us to have in-depth understanding of what are their key performance indicators, and how to drive business outcomes rather than just being a provider of media deliverables."

Source:
Campaign China
Tags

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

3 hours ago

Common Interest acquires Amplify to 'empower ...

The previously independent brand experience agency has offices in London, LA, Paris, New York and Sydney.

3 hours ago

At its core, ‘Careless People’ is a cautionary tale ...

Sarah Wynn-Williams’ memoir lifts the lid on life inside Facebook, exposing a culture where ambition eclipses ethics, and authenticity is welcomed only when it's convenient.

3 hours ago

WPP acquires InfoSum to drive AI-based data offer

Brian Lesser, currently global chief executive of Group M, joined from InfoSum in September 2024.

4 hours ago

‘Marketers will need to be flexible’: What Trump’s ...

An increase in prices for consumers can lead to damaged brand reputations and cutting budgets, which means marketers will need to learn to adapt in the shifting economic landscape.