Yili Group extends partnership with OMD China

Chinese dairy products producer Yili Group has extended its partnership with OMD China, following a month-long competitive pitch process that began in February 2026, MARKETING-INTERACTIVE understands. 

The renewed agreement sees OMD China extend its responsibilities beyond digital media buying and monitoring across Sina and Baidu to now include the full Alibaba ecosystem, which comprises 11 platforms, including Youku, Damai, Taopiaopiao, Amap, Alipay, Tmall Campus, Fliggy, and Xianyu.

The account is valued at US$100 million, according to COMvergence.

The review process, which was managed internally by Yili Group without the involvement of external pitch consultants, saw OMD China contend with a roster of other agencies vying for the prized account.

It is understood that the competing agencies included 三人行 (Trinity), 舜风 (Shunfeng), 引力 (Yinli), 百孚思 (Baifusi), 众拓 (Zhongtuo), 云锐 (Yunrui), and 艾普 (Aipu).

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The agency's relationship with Yili dates back to 2011, beginning with print and radio before expanding to television duties the following year. OMD has successfully defended the account through multiple reviews since, including a 2015 three-way pitch against GroupM and Carat for a two-year, US$293 million TV and content mandate.

Media planning for Yili remains with Mindshare China, a remit held since 2008 and expanded in 2022 to include social KOL and entertainment strategy.

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