De'Longhi names new China media agency

Italian lifestyle brand De'Longhi has appointed Omnicom Media agency PHD as the media agency of record (AOR) in China, further strengthening its lifestyle portfolio.

The appointment was finalised following a competitive pitch held in November 2025. PHD was selected for its ability to combine strategic brand building with performance-driven precision. Backed by Omnicom and its approach to AI and generative engine optimisation, De'Longhi expects PHD China to deliver connected, insight-driven marketing solutions that future-proof its growth and brand relevance in China.

Under the agreement, PHD China will manage integrated media strategy planning, media buying and execution, competitive analysis, media landscape research, and data analytics and tracking, all aimed at accelerating De'Longhi’s brand growth and deepening consumer engagement in the market.

The agency’s approach will be rooted in a deep understanding of audience behaviour and decision journeys, enabling more structured and effective communication across diverse consumption scenarios.

Meanwhile, PHD China will leverage the power of Omni, Omnicom’s intelligence platform, alongside innovations in Generative Engine Optimisation to ensure De'Longhi maintains its competitive edge and achieves transformative growth in the AI era.

The account is valued at US$10 million in billings, according to COMvergence.

Cynthia Zhang, CEO of PHD China, said: “Lifestyle brands, particularly those built around coffee culture, are shifting from product-led narratives to experience-driven engagement.”

“Today’s media strategy must to reflect changing consumer contexts while maintaining a distinctive and consistent brand voice across all touchpoints. We look forward to supporting De'Longhi in building a sustainable and scalable growth trajectory in China, helping them to outthink, outpace, and outgrow the competition,” Zhang added.

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Originating from Italy, De'Longhi is a premium lifestyle brand celebrated for its expertise in coffee machines and kitchen appliances. With a significant global presence and a loyal consumer base, the brand is well-positioned to capitalise on China’s rising demand for quality-driven and experience-led living, according to the brand.

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