Drone company DJI has selected Publicis' Blue 449|Optimedia as its media planning and buying agency. The Publicis-owned agency will oversee planning and buying at national and local levels.
The maker of consumer aerial platforms and imaging technology wants Blue 449|Optimedia to be "bold and innovative" with strategy and placements. First up, the two will collaborate on branding
campaigns, product launches and the opening of DJI's flagship Hong Kong store later this year.
While Chinese-owned DJI operates in more than 100 countries, the initial markets targeted
for media buys include the UK, U.S., Germany, Hong Kong, South Korea, Japan and Australia.
This account win underscores Publicis' decision last year to form this global media network. DJI
cited the agency's ability to "go beyond the traditional agency model" as a key reason for its selection. Blue 449|Optimedia will also extend campaign reach across the entire Publicis network to
support the DJI brand.
"We were looking for a media-agency partner who shares our values and will take a similarly innovative approach to spread our brand and amplify our messages in the
right markets, at the right time, on the right platforms,” stated Gabriel Chan, director of digital brand at DJI.