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TBWA\Shanghai bags creative and brand duties for mobile social networking platform Momo

joanne3TBWA\Shanghai has won the creative and brand strategy duties for Chinese mobile social networking platform Momo following a competitive pitch.

Effective immediately, the agency will support Momo to drive continued growth, optimise social user experience and build a strong brand image. TBWA\Shanghai will also work to develop and define a fast-moving creative process to transform the brand’s communications.

“China’s social media landscape moves at speed; constantly innovating, challenging and changing,” said Joanne Lao, chief executive of TBWA\Greater China. “With over half of China’s population accessing social media platforms, the ecosystem is complex and competitive.

“As a leading platform, Momo’s ambition to continue to grow and forge greater connections with its customers makes it an exciting opportunity to develop work that shapes culture.”

Momo officially began operations in 2011 and is now the third largest mobile social networking platform in China. Its stated goal for the year ahead is to continue its strategy of building deeper connections and communities driven by entertaining content.

Commenting on the appointment, Wang Li, chief operating officer at Momo, said: “Delivering our brand and products in a relevant and timely way is challenging in the complex communication environment we face. I believe TBWA’s rich experience will help our brand maintain effectiveness and novelty in this competitive market.”

Lao added: “With Momo embracing the same disruption spirit as the agency, we’re looking forward to collaborating with the team to develop communications that deepen the audiences’ experience with Momo.”

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