Alibaba appoints McCann China as creative partner for Olympics campaign

Alibaba has appointed McCann China as its creative partner for the Olympics campaign, covering marketing, communications and creative services for the Beijing 2022 Winter Olympics.

Alibaba holds a 12-year partnership deal with the Olympics. For the Beijing 2022 campaign, the agency plans to feature touching stories of ordinary people and how the Olympic Games play a meaningful role in their lives. The campaign will introduce stories of various technological advancements and how those advancements contribute to society and humanity’s development.

“Through their unending quest for innovation, Alibaba will leverage new technology to up-level ‘digital Olympics’ in 2022. We are absolutely thrilled to partner with this trailblazing company, marrying our expertise in creativity with technology to bring an immersive experience of the Olympic spirit to everyone,” said Emily Chang, CEO of McCann Worldgroup China.

Speaking of the partnership, Chris Tung, CMO of Alibaba commented, “Since 2017, Alibaba has invested and contributed a lot as an Olympic Partner, in order to bring a smarter Olympics to a global audience for the Beijing 2022 Winter competition. The sheer scale of this has raised some fantastic challenges for our marketing and creative partner, from strategy to innovation, all the way through to the management of a massive platform for creative expression. We believe McCann is a great partner to fulfil our needs.”


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