Rocket Lab, an international hub for app growth, has recently been appointed as the Core Global Agency of the International Internet Department of Xiaomi for the OEM channel (Original Equipment Manufacturer), consolidating a strategic partnership for the solution First-impact Ads of the hub. This development positions the company as one of the leading players in the planning and execution of mobile campaigns with the support of Xiaomi’s global ecosystem.
The appointment is the result of a long-standing collaboration, including frequent interactions with Xiaomi’s global teams and joint support for clients in key regions, such as Brazil. As a Core Agency, Rocket Lab gains direct access to strategic data, dedicated technical support, and early insights into new ad formats from the company’s International Internet Department. This enhances its ability to deliver tailored advertising solutions — from user acquisition to engagement — across the vast ecosystem of Xiaomi devices.
“Being chosen as the Core Global Agency by the International Internet Department of Xiaomi is a significant milestone that validates our team’s expertise in the OEM space,” says Daniel Simões, Country Manager of Rocket Lab in Brazil. “This partnership reinforces our commitment to delivering high-level results and positions us even stronger to help brands grow. For Brazil specifically, this means more strategic campaigns and provides local brands with a new and powerful channel to succeed in an increasingly competitive market,” he adds.
The OEM model has been gaining traction as an essential channel in the Android user’s mobile journey, offering new possibilities for app discovery and engagement. The partnership will include initiatives and educational events for the advertising market, including a workshop already confirmed for October of this year in Brazil.
“The appointment of Rocket Lab directly strengthens our strategy to expand the presence and effectiveness of Xiaomi’s media ecosystem in important markets such as Brazil and all of Latin America,” says Bono Wu, Head of Sales for the International Internet Department of Xiaomi in LATAM, the USA, and Europe. “We are confident that our combined expertise will drive measurable growth and ROI for the advertisers we work with,” he concludes.
This move marks an important step in strengthening the OEM channel in Brazil and is expected to open new avenues for brands seeking performance in an increasingly competitive market.
