Chinese FMCG firm Liby drives off with Essence as integrated media partner

Chinese FMCG company Liby has appointed Essence to manage integrated media duties. Led out of Essence’s Shanghai office, the agency’s remit will include consulting, strategy, content innovation, media planning and media activation for all of Liby’s brand and performance marketing activities across the market.

Founded in 1994 and headquartered in Guangzhou, Liby's mission is to bring health and happiness to every family. Through nine production bases, over 30 branches and more than 10,000 employees across the country, Liby offers  products for fabric washing and care, tableware cleaning and oral care, with brands such as Liby, Kispa and BlueSky Liu Bi Zhi.

Benjamin Wei, CEO, China, Essence said it is imperative for brands to be ready for the challenges of communicating with consumers in today’s complex, competitive and ever-changing media ecosystem. "With Essence’s full-service media offering, defined by an approach to strategy, analytics and creativity grounded in data, and dedicated to delivering value through innovation, we are excited to partner with Liby to create value for its brands by creating value for its consumers," he said. The team will help Liby transform its approach to marketing using its tools, technology, and data-driven service model. MARKETING-INTERACTIVE has reached out to Essence for additional information.

Liby joins Essence’s rapidly growing portfolio of clients, including Chang’an Ford, Crocs, GAC Motor, Google, Hermès, UPS and War Horse, across its Beijing, Guangzhou and Shanghai offices. Since the expansion of Essence’s service offering in China in 2019, the agency said it has seen an increasing demand by companies for its transformational data-driven approach to marketing, use of media and creativity to deepen relationships with consumers, and expertise in accelerating brand and business growth.

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