Alibaba.com in EMEA brand push

E-commerce company Alibaba.com has appointed Truly London to spearhead a major campaign across Europe, the Middle East and Africa in a bid to boost its brand awareness.

Alibaba.com

Truly was appointed following a three-way pitch with other undisclosed agencies.

It forms part of Alibaba.com’s $30m (£18.3m) year-long global marketing investment.

The business-to-business e-commerce company, which has customers including Argos and Tesco, is hoping to establish itself as the place where buyers can find quality products and suppliers online.  

Truly London will handle creative, brand advertising, and media buying in EMEA.

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,” Choo says.

In Europe it intends to launch a campaign which will include press, broadcast, online, PR, trade shows, training and viral marketing.  

The account will be run out of Truly’s London and Bahrain offices.

Latest from Marketing Week

5 killer stats to start your week

marketing stats

1. Digital ad viewability hits 18-month high The viewability of banner ads rose from 51% in Q2 to 52% in Q3 – the first time it has risen for two consecutive quarters. (stats if want to use them to show the increases: 47% in Q1, 51% in Q2, 52% in Q3) That is the highest […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here