LONDON - Chinese e-commerce giant Alibaba.com has appointed UK-based Truly London as its lead creative agency in Europe, the Middle East and Africa as part of its US$30 million strategy to promote its brand internationally.
Truly London won the account following a three-way pitch. It has been charged with managing Alibaba’s creative, brand advertising and media buying in EMEA as part of the company’s year-long global marketing campaign.
The account will be managed out of the agency’s London and Bahrain offices. It forms part of Alibaba.com’s $30m (£18.3m) year-long global marketing investment.
Alibaba Group announced in October that it would launch an integrated campaign across 20 countries to bolster its international presence, focusing on key markets Australia, Europe, Hong Kong, the UK and the US.
A representative at the time said the campaign would include online, TV, print, radio, outdoor elements and live events.
Maggie Choo, director of Alibaba.com EMEA says it has already built a base of 2.5 million members across the region and it is growing by an average of 66% per year.
“However, with an estimated 23 million SMEs in Europe alone we see significant scope for helping many more small businesses across the region with cross-border trade,” said Choo.
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