Liby Appoints Essence as its Integrated Media Agency in China

Benjamin Wei

Essence has won integrated media duties for fast-moving consumer goods company Liby in China. Led out of Essence’s Shanghai office, the agency’s remit will include consulting, strategy, content innovation, media planning, and media activation for all of Liby’s brand and performance marketing activities across the market.

Founded in 1994 and headquartered in Guangzhou, Liby has nine production bases, over 30 branches, and more than 10,000 employees across the country offering products for fabric washing and care, tableware cleaning and oral care, with brands such as Liby, Kispa and BlueSky Liu Bi Zhi.

“It is imperative for brands to be ready for the challenges of communicating with consumers in today’s complex, competitive and ever-changing media ecosystem. With Essence’s full-service media offering, defined by an approach to strategy, analytics and creativity grounded in data, and dedicated to delivering value through innovation, we are excited to partner with Liby to create value for its brands by creating value for its consumers,” said Benjamin Wei, CEO, China, Essence.


“Supported by our next-generation tools, technology, and data-driven service model that enables smarter and more efficient decision-making, we are looking forward to helping Liby transform its approach to marketing and achieve its business goals in its next phase of growth.”

Liby joins Essence’s portfolio of clients, including Chang’an Ford, Crocs, GAC Motor, Google, Hermès, UPS and War Horse, across its Beijing, Guangzhou and Shanghai offices.

“Since the expansion of Essence’s service offering in China in 2019, the agency has seen an increasing demand by companies for its transformational data-driven approach to marketing, use of media and creativity to deepen relationships with consumers, and expertise in accelerating brand and business growth,” the company said.

The Staff

The Staff

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