China – De’Longhi has appointed PHD as its media agency of record in China, tasking the agency with leading integrated media strategy and execution as the premium lifestyle brand looks to deepen consumer engagement in the market.
Under the remit, PHD China will oversee integrated media strategy and planning; media buying and execution; competitive analysis; media landscape research; as well as data analytics and tracking for the brand in China.
The appointment comes as brands in the premium lifestyle and home appliance categories increasingly focus on strengthening audience engagement through more targeted and experience-led marketing strategies.
Founded in Italy, De’Longhi is known for its coffee machines and kitchen appliances and has built a strong presence across global markets. In China, the brand is looking to tap into growing consumer demand for premium and experience-driven lifestyles.
As part of the partnership, PHD China will use Omnicom’s Omni platform and Generative Engine Optimisation capabilities to support media planning, audience insights, and performance tracking for the brand.
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 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.”
