Alibaba picks Cohn & Wolfe for cloud computing PR deal

Agency won three-way competitive pitch for AliCloud business

Angeline Ong

Cohn & Wolfe has won a competitive pitch for Alibaba’s cloud computing arm AliCloud.

It is understood the agency secured the deal over Ruder Finn and WE.

Cohn & Wolfe Asia president Angelina Ong said the agency had positioned its pitch around a content hub offer.

"We went in not as a traditional PR or digital agency, but as a content hub creator. This has now also been expanded to stakeholder relations for projects including data center launches in Singapore, Washington and China."

The deal is for several projects, but talks are ongoing about a retainer.

Cohn & Wolfe’s China team is leading the account, with support from Singapore.

"This is a new development," said Ong. "Most agencies will use Hong Kong as the bridge, but for this type of work, we need the English language capabilities from Singapore alongside the Chinese expertise.

"We were the lesser-known competitor and we are really pleased to get this big brand."

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