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Mediacom wins agency pitch to drive Alibaba overseas expansion

Mediacom has been named as the overseas media strategy and buying agency for Alibaba-owned Tmall World, Alibaba Cloud, Dingtalk, and Taobao International.

The GroupM agency held off Publicis Media, Dentsu Aegis and Wavemaker to the pick up the accounts.

Mediacom chief executive Rupert McPetrie described it as a “fantastic opportunity”.

The move by Alibaba illustrates its ambitions to rapidly expand its e-commerce network abroad, with the retail giant developing a “global logistics network” to underpin the growth.

It recently opened its first Southeast Asia office in Kuala Lumpur as part of its vision to expand its Asia footprint.

“This is a fantastic opportunity to help one of the world’s top 10 companies to continue their success story, and is a big vote of confidence for how MediaCom China can lead the international expansion of Chinese brands looking to take their success to other markets,” McPetrie said.

“MediaCom has a very strong global network. With MediaCom China as a hub, offering deep understanding of Tmall World’s culture and business objectives, we can develop a focused and consistent strategy, which our local markets are well positioned to adapt and implement effectively.”

Tmall World, which Alibaba described as the “priority”, primarily targets the nearly 100 million overseas Chinese who have “kept their tastes and spending habits”, particulary in Asia Pacific.

While the brand is already well-known among Chinese living abroad, Alibaba wants to turn awareness into sales growth.

MediaCom has been charged with helping to drive traffic to the site and to increase conversion rates.

The agency will hub the business out of MediaCom China.

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