lululemon concludes media pitch for branding and digital remit for HK, Macau and SEA

Lululemon has appointed GroupM to handle the media buying and planning for the brand's digital and brand remit, following a competitive pitch earlier this year, MARKETING-INTERACTIVE understands.

The appointment will last for two years and adds Hong Kong, Macau, and Southeast Asia to the existing scope of work in Japan. It also extends GroupM's regional strategy mandate that was in place since last year.

It is understood that GroupM was chosen as it has good grasp of local market nuances. Under the partnership, GroupM will help drive business performance through strong strategic thinking and willingness to innovate. GroupM won the business from Havas. 

Don't miss: lululemon taps LE SSERAFIM's KAZUHA as latest brand ambassador

The latest win comes after GroupM's parent company WPP reportedly sets to rebrand GroupM as WPP Media. This marks a significant shift in the company's branding strategy after two decades. The move aims to streamline WPP's offerings and align more closely with competitors such as Publicis Media and Omnicom Media Group, according to media reports.

Recently, WPP also announced the acquisition of InfoSum, a global data collaboration platform. InfoSum will join GroupM, WPP’s media investment group, to power the creation of a new generation of AI-enhanced marketing solutions for clients, delivered through the industry’s most powerful and secure data infrastructure.

On the other hand, lululemon tapped global K-pop sensation KAZUHA of LE SSERAFIM to be its newest ambassador. Known for her magnetic stage presence and unwavering passion, KAZUHA embodies everything lululemon stands for – living with intention, moving with purpose, and boldly expressing herself in every moment, according to the release.

From the world’s most iconic stages to her everyday training, lululemon will support KAZUHA with top-tier training, performance, and lifestyle gear. Together, lululemon and KAZUHA invite everyone to embrace new challenges, discover the joy of movement, and “Live like you are alive”.

KAZUHA is a vibrant force in the K-pop world and a beloved global icon – her journey from being an accomplished ballerina to a member of the powerhouse girl group LE SSERAFIM is testament to her relentless drive, athletic grace and vibrant spirit. As she lights up every stage, KAZUHA is proof that movement – when fueled by purpose, passion and joy – can be a powerful force for transformation.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

lululemon promotes upcycling fashion with take-back activation
lululemon unveils 'largest global campaign', plans to quadruple revenue by 2023