Leagas Delaney Shanghai picks up QQ, China’s most popular instant messenger

Leagas Delaney Shanghai has been selected to partner with QQ after a four-way pitch. QQ is China’s most popular instant messenger with over 780 million active users. Leagas Delaney’s mission is strengthen QQ’s brand image in the era of mobile Internet and to reinvigorate its leading position in the domestic instant messenger market.

Tencent’s Marketing Director, Lisa Yang spoke about the appointment, “QQ’s brand proposition is ‘Happy Communication’ emphasizing the happy experience of each user in the communication process. So we want to work with an agency that can deliver humorous ideas. We found that Leagas Delaney has a very good portfolio in this area. In the pitch, their accurate consumer insights and great creative ideas really impressed us.”

Leagas Delaney Shanghai’s Managing Director, Kien Lim said, “QQ has over 780 million active users and is a favorite chat tool in China. In order to achieve this status, Tencent relied on their innovative spirits. We specialize in cutting edge and bold ideas to build brands. We really feel a connection, as we both share this innovative spirit. We look forward to a fun partnership and creating some great work that can really help their brand.

Leagas Delaney will begin work with the QQ New Mobile Version.