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Zenith has been awarded media responsibilities for China’s DiDi Chuxing, which bills itself as the world's largest ride-hailing company. The assignment came after a review. It is widely acknowledged that DiDi and Uber are the two largest global players in the space.
The Publicis Groupe-owned agency will develop a bespoke agency - D+Z - to oversee the account's media planning and buying across both traditional and digital media.
Previously several agencies had been working with DiDi on a project-by-project basis with the pitch called in order to consolidate media under one group.
Zenith's analytical background helped to win the account, says a DiDi spokesperson. Adds Bertilla Teo, chief executive officer, Publicis Media Greater China, "Our team was able to demonstrate strong understanding of consumers across China’s tiers."
The company provides transportation services for more than 450 million users across over 400 cities in China, with headquarters in Beijing. DiDi services include taxi hailing, private car hailing, Hitch (social ride-sharing), DiDi Chauffeur, DiDi Bus, DiDi Car Rental, DiDi Enterprise Solutions, DiDi Minibus, DiDi Luxe and bike-sharing to users in China via a smartphone application.
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Earlier this week the Uber competitor announced it was acquiring 99 — the main Brazilian rival to Uber and a company in which Didi already holds a stake — for around $600 million, per the New York Times.
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January 4, 2018 at 10:17AM
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