Honor concludes global media pitch, hands China planning biz to GroupM

Smartphone brand Honor has appointed GroupM, WPP’s media investment group, as its global media partner following a competitive pitch. It is also understood that Honor has handed its China planning business to GroupM from Publicis.

The three-year plus one-year contract will see GroupM taking charge of Honor's global media strategy and buying business from 2025 to 2028, covering both China and overseas regions.

Meanwhile, GroupM will leverage WPP's global resources and talent advantages and harness AI data technology to enhance Honor's marketing strategies, media efficiency and effectiveness.

This comes as Honor has been seeking a reliable and exceptional marketing partner to drive long-term business success and set industry benchmarks as it enters a new phase of globalisation, according to the release.

The partnership between GroupM and Honor began in 2014. Over the past decade, GroupM has focused on a client-centric philosophy centred on "co-creation and win-win" partnerships, consistently innovating through integrated media services.

This approach has contributed to Honor's advancements in the competitive smartphone and smart scenario market, according to the release. 

Milton Liao, GroupM client president of South China and head of GroupM GBA and outbound business, said: "Our partnership with Honor is founded on a decade of professionalism and trust. Honor stands as an exceptional benchmark for Chinese brands entering the global market."

"It's an honour to witness this journey. We eagerly look forward to deeper cooperation, integrating media strategy, and buying to unlock new opportunities across regions and channels. In the evolving global market landscape, we aim to work with our clients in achieving more and expanding further in global and Chinese markets," Liao added.

Rupert McPetrie, GroupM China CEO, said: "More and more Chinese brands are going global, with their competitiveness and influence in the global market continuously increasing. Furthermore, Chinese brands have shifted from merely 'product export' to global brand building and communication. We are honoured to collaborate with Honor to succeed together and define the next era of media."

MARKETING-INTERACTIVE has reached out to GroupM for more information. 

Don’t miss: Raymond Lam fronts HONOR's new foldable phones targetting business centric individuals

Honor has continually invested in product research and development to demonstrate its technological expertise in areas such as AI and display technology. Back in August, Honor partnered with media agency Wavemaker Hong Kong to launch a campaign promoting its new foldable phone. Also known as “Magic V3「薄」大精深”, the two-month campaign is running in Hong Kong and Macau.

A spokesperson from Honor told MARKETING-INTERACTIVE that the campaign targets business folks and tech-savvy individuals who value both style and innovation in their mobile devices. “They are early adopters, trendsetters, and appreciate premium quality and design,” the spokesperson said.

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