Tencent, the Chinese mobile marketer, which owns messaging app WeChat, has just signed a first-of-its-kind partnership deal with Publicis Groupe, the marketing, communication, and digital agency. The move involves Tencent’s 11 products as well as Publicis Groupe solutions Publicis Media, Publicis Communications and Publicis Sapient.
Tencent (SY Lau) collaborates with Publicis Groupe (Maurice Lévy)
Tencent WeChat now reaches 760m monthly users and its QQ app another 860m. The deal means that Publicis Groupe will get access to Tencent’s online behavioural data that could be of benefit to clients across programmatic, cross-screen and other performance verticals.
The partnership further involves the launch of a joint start-up incubation facility called ‘Drugstore’ which aims to curate, invest in and cultivate future start-up companies. The feature will include data and technology across new VR and AR enabled platforms.
Both companies are also partnering on the co-creation and co-investment of web native content in order to push content for key clients.
Maurice Lévy, Chairman & CEO, Publicis Groupe, says:
“China continues to lead the world in advertising growth especially in digital and mobile and we increasingly see new ideas and technology that leapfrog the West. Tencent is a company that embodies this strive for growth and innovation and we are honored to be their first-ever global partner and look forward to everything we will achieve together for the ultimate benefit of our clients. Today we are at Viva Technology Paris, the leading event devoted to start-ups and innovation, and I am very proud to have Mr. SY Lau and his team, among other brands with China origin, to share more on the Chinese Digital Revolution.”
Tencent just last week announced that it was expanding its mobile content services and creative social advertising formats, data and technology through a strategic alliance with communications services group WPP. The companies plan to launch a China Social Marketing Lab to combine their strengths for improved audience targeting.
SY Lau, Senior Executive Vice President, Tencent and President of Online Media Group, adds:
“This bold new partnership with Publicis Groupe, the first of its kind across all of our assets, will lead the global trends and deliver new ways to meet the needs of our clients and business partners. In parallel, this collaboration will give brands and organizations around the world a better understanding of China’s unique and dynamic mobile Internet development, while creating huge business opportunities associated with this new market. Tencent is one of the world’s most influential digital media platforms and Publicis Groupe is one of the global leaders in marketing and communications; together, we will define the new era for the media industry and unveil a new partnership model.”