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UMS appointed by Primary Collaboration New Zealand to grow NZ brands in China

United Media Solution (UMS), New Zealand’s leading Chinese digital marketing agency, has been appointed by Primary Collaboration New Zealand (PCNZ) to build its digital presence in China.


PCNZ is a collaboration by New Zealand’s primary industry producers, from the farming, seafood and horticulture sectors, which aims to increase brand awareness for member brands and products in China.


The company is backed by six founding partners, Sealord, Silver Fern Farms, Synlait Milk, Villa Maria Estate, Kono and Pacific Pace, who have joined forces to facilitate growth and access for their products.


UMS will be tasked with managing digital and social media accounts for the member brands which includes: Mr Apple, Freshmax, Silver Fern Farms, Sealord, Villa Maria, Esk Valley, and Kono.


UMS will be responsible for building the brand profiles within China as well as increasing the brand awareness among consumers and food service partners. UMS will incorporate a digital strategy using WeChat, Tencent Video and Bilibili.com platforms.


Jessica Miao, Chief Executive Officer at UMS, said, “We are honoured to be working with an innovative collaborative company such as PCNZ. We believe our deep knowledge of the New Zealand market and its primary producers will help us to promote these great Kiwi brands within China and to build thriving communities on WeChat and across China’s social media landscape.”


Kevin Parish, Chief Executive Officer at PCNZ, said, “We screened several agencies before deciding to go with UMS. Their team came up with some innovative ideas to fit both our brief and budget. The PCNZ team were then able to build on these ideas using our in-depth knowledge of the brands and in true partnership we have developed a very cool digital strategy – Mr Kai.”