Dentsu Aegis Network and Tencent have inked a global strategic partnership at Cannes Lion Festival to create a new collaboration model.
This partnership will see Tencent, with its social networks and messaging platforms such as WeChat, joining Dentsu Aegis’ mobile stack. This would allow brands to gain data-driven consumer insights to optimise content and distribution on a global scale. The two are also committed to cultivating digital marketing talent to enhance capabilities and expertise.
Mobile users in China spend more than 55% of their time online on Tencent platforms, including QQ, Qzone, Weixin, Tencent Video and Tencent News, according to the announcement.
Tencent’s data will be coupled with Dentsu Aegis’ data analytics and brand marketing to find moment of intent, as well as determine and activate engagement to optimize user experiences in a mobile world.
Dentsu Aegis and Tencent will also be setting up the Dentsu Aegis Network X Tencent University program to develop marketing professionals for the future by sharing best practices, and promoting digital education and adoption.
“I am confident that a closer relationship with Tencent in China as our strategic partner will drive innovative and market-leading solutions to better serve client needs,” said Jerry Buhlmann, global chief executive officer, Dentsu Aegis Network.
“Accessing and using data is increasingly key to building addressability with consumers, delivering personalisation at scale. Data is the basis of competitive advantage, therefore this partnership with Tencent is a critical step in better servicing the needs and creating value for our clients,” said Nick Waters, chief executive officer of Dentsu Aegis Network Asia Pacific.
“Through this partnership, we hope to do more for the industry. The media and marketing industry needs a constant infusion of new talent with new mindsets. Together, we will merge marketing technology with the art of creativity to impact business goals," said SY Lau, senior executive vice president, chairman of Tencent Advertising, chairman of group marketing and global Branding.
“China, with 731 million internet users, and 53.1% of the population online, is at the forefront of the digital disruption. The ubiquity and abundance of data test our capabilities in envisioning and developing the most compelling customer journey for client brands. The cooperation with Tencent gives us the opportunity to become the best partner for transformation by helping our clients navigate this complex market,” said Motohiro Yamagishi, chief executive officer of Dentsu Aegis Network China.
“This partnership will involve much science, data and technology, but its continued success is also attributable to the art of communication and the art of working together. We are confident that by coming together, we are trail blazing a comprehensive data-driven marketing journey,” said Jeff Kwek, general manager, key accounts & channel business, Tencent Online Media Group.
Tencent's SY Lau spoke to The Drum last week at Viva Technology in Paris, where he defended the role of the CMO in creating business value and called on marketers to do more good.
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