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Tencent and Omnicom to co-create data models for brands


By Charlotte McEleny, Asia Editor

March 1, 2016 | 2 min read

Tencent is expanding its relationship with holding company Omnicom Media Group (OMG) to create data-led services for clients, including new data models based off consumer insights.

The announcement follows a raft of partnerships for the Chinese communications behemoth, including similar big data and analytics deals with Dentsu Aegis and GroupM.

Tencent OMG will create target audience (TA) portraits for Omnicom Media Group's clients using Tencent Smart Data, according to the pair. The profiles will be created based off data such as consumer demographic attributes, interests, and other online data.

It’s not the first time the two businesses have worked together as they previously when an Omnicom Media Group client signed a deal to be the first auto brand to launch video ads on Tencent's social platform, WeChat.

Doug Pearce, chief executive of Omnicom Media Group, Greater China, said: “The analytic testing we’ve already conducted is the first step in a successful collaboration with Tencent. Omnicom Media Group team and our clients will enjoy unprecedented opportunity for cross platform measurement to enhance performance marketing and improve accountability of data strategy.”

Outside China, Tencent is building its business through strategic partnerships. It announced last month that it was working with PubMatic to increase revenue for its ads in markets outside China.

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