The companies have signed a memorandum of understanding to give DDB preferred pricing and access to Wildfire’s influencer recruitment and engagement technology.

Wildfire runs a community made up of ‘sparks’ – individuals who are given free samples of products to try out and talk about with their friends before reporting back on the reactions the product generates.

The deal was signed as part of a five-day business mission to China, organised by the Singapore Media Development Authority, which involved around 30 companies.