UM, the global media agency network of Mediabrands, has been appointed Media Agency of Record for Southeast Asia eCommerce platform Lazada Group.

Working with Lazada, the regional flagship of the Alibaba Group, UM’s remit covers Southeast Asia markets Singapore, Malaysia, The Philippines, and Thailand will encompass all media duties including strategy, planning, buying, research, and data and analytics for Lazada Group.

The news comes following a competitive pitch review that commenced in March this year, and was held virtually across multiple markets.

“Lazada Group is an exciting company that continues to push boundaries in how they empower brands to connect with consumers”, said Kasper Aakerlund, President UM APAC. “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.”

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