Benjamin Li
Sep 7, 2010

UPDATE: Taobao Mall appoints Zenith to US$29m media, Lowe China to handle creative

SHANGHAI - Zenith Media China has won Taobao Mall’s media duties following a three-way pitch against OMD and MEC in August. Lowe China has also been appointed to handle the B2C online retailer's creative duties.

Taobao Mall
Taobao Mall

The media account is reportedly worth RMB200 million (US$29 million). Zenith Media will be responsible for clearly marking the distinction between C2C site Taobao.com and B2C site Taobao Mall.

Lowe China won the creative duties for Taobao Mall following a creative pitch that also took place in August. The agency, which has already started work on the account, will be responsible for building Taobao Mall's brand image and accelerating online traffic to the site.

The agencies will partner on a large-scale brand awareness campaign to launch in the fourth quarter.

Taobao Mall takes the lead in China with an 80 per cent market share, followed by Amazon.cn (formerly online shopping site Joyo.com acquired by Amazon in 2004).

The e-shopping platform is popular among white-collar workers in tier one and two cities, as well as netizens in lower tier cities.

Brands that have opened online stores on Taobao Mall include Adidias, Uniqlo, Philips, Nokia, Lenovo, Johnson's & Johnson's, Li Ling, Anta, Dell, Microsoft and Wyeth.

Source:
Campaign China

Related Articles

Just Published

1 day ago

Agency Report Card 2024: Ogilvy

Ogilvy APAC celebrated a strong creative year in 2024, clinching top regional honours at Cannes Lions. Yet operational headwinds, particularly in China, tested its resilience and reshaped its growth strategy.

1 day ago

Campaign Global Agency of the Year Awards 2024: ...

Ogilvy and UM win global network of the year awards for creative and media respectively, while Special agency in New Zealand earns Asia-Pacific network of the year.

1 day ago

Apple Watch’s heart story strikes a chord in Japan

Apple’s new Japan campaign tells the real-life story of a heavy metal fan whose Apple Watch alerts help detect a life-threatening heart condition just in time.

1 day ago

2025 Cannes Contenders: RGA creatives weigh in

A ubiquitous surname, a sexually transmitted infection, the printing of memories and an animal god that helps gamers might all bring fame glory to campaigns in Cannes next week.