Lazada Group has appointed UM to manage regional media duties for Singapore, Malaysia, the Philippines, and Thailand, encompassing strategy, planning, buying, research, and data and analytics. The news follows a pitch which started in March this year and was held virtually across multiple markets.

According to UM, it was praised for its professionalism, competitiveness and its ability to transform media excellence into real business results. Duties for Singapore, Malaysia and the Philippines will begin effective immediately, while Thailand’s will begin in January 2021.

Last year, Lazada named Dentsu Aegis Network’s Vizeum its lead media agency after a regional pitch was launched by the eCommerce player in February 2019. The duties previously cut across Singapore, Malaysia, Indonesia, Thailand, the Philippines and Vietnam. IPG Mediabrands and Dentsu Aegis Network declined to comment on Marketing‘s queries.

Kasper Aakerlund, president UM APAC, said Lazada Group is an exciting company that continue to push boundaries in how they empower brands to connect with consumers. “It is a premier retail destination that has redefined the retail experience through world-class technology, and we could not be more thrilled to partner with them on a strategically unified marketing approach that moves beyond conventional media placement,” he added.

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