FUSE China joins hands with Yili to tap into Hollywood

China’s largest dairy producer Yili Group has announced to appoint FUSE China, the branded content unit of Omnicom Media Group, to provide content services in Hollywood movies and TV dramas.FUSE was one of two agencies to be selected after a competitive six-way pitch.The service scope includes strategic planning, buying, negotiation and project execution for purposes of branded content, sponsorship and integrated marketing, across key Hollywood motion picture giants.“As Hollywood film-makers are looking east, especially China, given the huge amount of potential moviegoers, more Chinese brands are tending to turn to Hollywood as a source of prominent content to boost growth,” said Calvin Fu, managing director of FUSE China.“We’re glad to take this challenge. By leveraging our extensive world-class entertainment resources, we will help our client raise the bar of excellence and deliver tangible results.”As the content partner of Yili for over three years, FUSE China has been a strong support in providing content strategy and resources for the client’s exploration into the branded content field. FUSE has also helped Yili bring home several prestigious awards in branded content including ROI China.