9Yards and GIMC partner with a focus on facilitating two-way cooperation for Middle Eastern brands entering the Chinese market and Chinese brands entering the Middle Eastern market.9Yards Communications has announced the signing of a strategic cooperation agreement with a leading Chinese integrated marketing group, Guangdong Advertising Group Co., Ltd. (GIMC).
The move aims to further expand both entities’ international footprint and collaboration to deliver deeper regional expertise and greater global influence in strategic communications, creative storytelling, digital innovation, and cross-border marketing.
Together, 9Yards and GIMC will collaborate across a wide portfolio of services, from advertising, PR, media buying, multi-media production, digital and influencer marketing, to big data-driven insights, performance marketing, and integrated brand campaigns.
Hussam Almulhem, Founder and CEO of 9Yards Communications, said: “This partnership with GIMC represents an important gateway into China – without doubt one of the most important and dynamic markets in the world today.
The partnership will leverage GIMC’s access to over 5,000 global media platforms and partnerships with more than 2,000 client brands worldwide. This will complement 9Yards Communications growing influence in the MENA region, as well as through its existing international network that stretches from North America and Europe to Southeast Asia.
“GIMC’s industry leadership, scale, and digital marketing excellence, make them an ideal ally in our mutual aims for international. Together, we are committed to creating cross-border brand stories that resonate at scale – with local insight and global impact,” said Almulhem.
Established in 1979, GIMC is China’s first and largest publicly listed, advertising and integrated marketing communications group. Headquartered in Guangzhou, GIMC maintains partnerships with over 2,000 global clients and sits in the top five of media agency groups, in China, with annual billings in the range of RMB 20.6bn (AED 10.3bn).
Its recent global campaigns have supported household names such as Audi, Toyota, BYD, Chery, Huawei, Alibaba, TikTok, XPENG, Transsion and IHG.
Liao Hao, CEO of GIMC, said: “At GIMC, we are proud to join forces with 9Yards Communications, one of the most forward-thinking agencies in the Middle East. This collaboration marks a significant milestone as we expand our global footprint and enable our clients to unlock growth opportunities across the Gulf region and beyond.”
The partnership aims to enable both companies to share strategic planning resources and mutually enhance creativity and market execution.
They will deeply integrate across various media ecosystems, with a focus on facilitating two-way cooperation for Middle Eastern brands entering the Chinese market and Chinese brands entering the Middle Eastern market.
