Ridesharing service Didi has appointed Tim Farmer to head up brand marketing for the Australia & New Zealand region.
Farmer joins after over eight years at Disney, where his most recent role was marketing director for Disney+, Marvel, Pixar, Searchlight and Nat Geo.
Before that he worked at media agency Carat as communications planning director.
Farmer said that one of the most exciting things about joining DiDi at this point in their journey is the potential for significant growth in this market.
"The rideshare category as a whole is firmly entrenched in Australia, and DiDi has grown in its near six years of being here to now almost having a quarter of the market in terms of share. What this means is that the product and service offering itself is as strong as any in market and can stand up to the demands of the market which continues to grow," he said.
"Clearly we are the challenger brand in this market, and so with that comes some opportunity to be innovative and trial new things and so, with this in mind, I’m really looking forward to connecting with the different partners that we will need to bring this to life in market as we build a strong brand to support what is already a strong product offering."
Independent media agency Next&Co was appointed by DiDi as its full service media agency in Australia in February last year following a competitive pitch.
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