Chinese ride-hail behemoth DiDi Chuxing has chosen Zenith, part of Publicis Groupe, as its media business partner in mainland China.
Zenith has created an agency solution, D+Z, in order to cater for DiDi. The remit includes 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.
"Our team was able to demonstrate strong understanding of consumers across China’s tiers, a smart data-driven approach to media and innovative technology solutions to convince DiDi that we are the right partner to fuel business growth," said Bertilla Teo, CEO Publicis Media Greater China.
“We believe Zenith is the right strategic partner to support us. Through their data led approach they have demonstrated both the experience and capabilities to accelerate our business ambitions.” said a spokesperson for DiDi.
The Beijing-based ride-sharing firm currently provides transportation services for more than 450 million users across over 400 cities in China. According to the company, DiDi completes 25 million rides per day. It provides services including 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 smartphone application.