If you can’t build it, buy it. In what has been the most obvious chess move within the $2 billion advertising and media industry in Pakistan, Z2C Limited has made – what insiders refer to as – a significant investment into Walee, an influencer marketing ecosystem.
“Since 2019, advertisers and agencies in the region have relied on the Walee ecosystem to advance influencer marketing campaigns and utilize social listening tools,” said Ahsan Tahir, co-founder of Walee. “This equity financing from Z2C comes as Walee scales to meet strong demand in the region pertaining to influencer search, campaign management & measurement.”
The decision came less than a month after the Z2C Limited owned media agency Brainchild Communications Pakistan (BCP) – which has a nonownership agreement with the Publicis Groupe to use the Starcom and MediaVest trademarks – signed a partnership agreement to exclusively distribute Walee Enterprise, an AI-enabled consumer intelligence (AICI) marketing technology (MarTech) platform.