Swisse taps WPP Media for China planning remit

Australian wellness brand Swisse has appointed WPP Media as its media planning agency of record in China, as it looks to strengthen its position in one of the world’s most competitive health and wellness markets.

Founded in Australia in 1969, Swisse has grown from a natural nutrition brand into a regional wellness player across Asia Pacific. It is now part of H&H Group.

The China appointment will see WPP Media support Swisse across brand growth, consumer preference and omni-channel media strategy.

The move comes as Chinese consumers place greater focus on health and wellness, creating a more competitive and fragmented media landscape for nutrition and supplement brands.

WPP Media said it won the business based on its category insights, cross-platform data capabilities, analytics and media planning and execution model.

The agency will use Shan Hai Jin, its consumer behaviour research system, to track consumer decision-making journeys across China’s media landscape.

It will also use WPP Open China, WPP’s agentic marketing platform built for the Chinese digital ecosystem, to support campaign planning, execution and media mix optimisation.

Tina Chen, CEO of WPP Media China, said media was playing a bigger role in how brands build end-to-end marketing strategies.

“We are thrilled to partner with Swisse, an iconic trailblazer in the health and wellness sector, to unlock sustainable, long-term growth,” Chen said.

“Today, media has assumed a much more critical role, serving as the very foundation upon which brands build end-to-end marketing solutions.

“In a highly transformative media ecosystem, and at a time when new generations are entering the market with evolving health demands, the key to a brand’s success lies in how we leverage finer data granularities and AI technology to gain insights into and connect with consumers.”