9Yards Communications (UAE), widely recognized as “The Capital’s Agency,” has announced the signing of a strategic cooperation agreement with Guangdong Advertising Group Co., Ltd. (GIMC) – China’s foremost integrated marketing group. This partnership marks a significant step in expanding both agencies’ global reach and collaborative potential.
Bringing together two industry leaders from MENA and Asia, the alliance is poised to deliver deeper regional insights and a broader international footprint in strategic communications, creative storytelling, digital innovation, and cross-border marketing.
Under the agreement, 9Yards and GIMC will jointly offer a comprehensive suite of services, including advertising, public relations, media buying, multimedia production, influencer and digital marketing, performance-driven campaigns, and big data-powered insights.
GIMC – China’s Integrated Marketing Giant
Founded in 1979, GIMC is China’s first and largest publicly listed advertising and integrated marketing communications group. GIMC is known for its prowess in media strategy, digital transformation, branded content, and scenario-based marketing. The group has spearheaded global campaigns for renowned brands such as Audi, Toyota, BYD, Chery, Huawei, Alibaba, TikTok, XPENG, Transsion, and IHG.
9Yards Communications – Driving ‘4D Communications’
A part of NG9 Holding – a collective of forward-thinking companies based in the UAE capital – 9Yards Communications is one of the fastest-growing agencies in the Middle East. 9Yards is distinguished by its proprietary ‘4D Communications’ approach, which moves beyond conventional 360° marketing. It emphasizes depth, direction, dialogue, and data to foster lasting, meaningful engagement between brands and their audiences. The agency proudly partners with influential entities such as the Abu Dhabi Sports Council, Audi, and Hilton Abu Dhabi – Yas Island.
Commenting on the partnership, Hussam Almulhem, Founder and CEO of 9Yards Communications, said: “This partnership with GIMC represents a key gateway into China – undeniably one of the world’s most dynamic and influential markets.
GIMC’s industry leadership, scale, and digital marketing expertise make them the perfect partner for our international ambitions. Together, we will craft impactful cross-border brand stories – locally resonant, globally relevant.”
Liao Hao, CEO of GIMC, added: “We are thrilled to collaborate with 9Yards Communications, a trailblazing agency in the Middle East.This partnership marks a new chapter in our global expansion journey and will empower our clients to access untapped growth opportunities across the Gulf region and beyond.”
This landmark collaboration will enable both organizations to share strategic planning resources, strengthen creative capabilities, and enhance market execution. The partnership also aims to integrate deeply across both media ecosystems, facilitating two-way cooperation – supporting Middle Eastern brands entering China and Chinese brands expanding into the Middle East.
