Dentsu Aegis Network, a global communications group, struck a Global Strategic Partnership (GSP) with Tencent Holdings Limited (“Tencent”, SEHK: 00700), a leading provider of internet value-added services in China, during the Cannes Lions Festival. The partnership is designed to create a new collaboration model and unveil a new era of future marketing.
In signing this partnership, Tencent – along with a leading global social network – will participate in Dentsu Aegis Network’s Mobile Stack which seeks to transform mobile marketing. This collaboration will also allow brand owners to gain data-driven consumer insights to optimize content creation and distribution on a global scale. Additionally, the two parties are committed to cultivating digital marketing talent to enhance the capabilities and expertise required in this ever-changing digital era.
According to Mary Meeker’s 2017 Internet trends report, there were 700 million mobile internet users in China in 2016, while mobile Internet consumption surpassed that of television in China. Mobile users in China spend more than 55% of their time online on Tencent platforms, including QQ, Qzone, Weixin, Tencent Video and Tencent News. Tencent’s massive treasure trove of smart data can empower Dentsu Aegis Network to deploy its capabilities in data analytics and brand marketing. These two parties will work together to better help brand owners find the moment of intent, determine and activate engagement, to optimize user experiences in a mobile world.
As marketing technologies, channels and platforms evolve, the skill sets of digital marketing professionals must also evolve. The Dentsu Aegis Network X Tencent University program is designed to develop digital marketing professionals for the future by facilitating the sharing of best practices in addition to promoting digital education and adoption. The two groups will join forces to offer lectures on new business models, market trends and insights, and tech innovation, etc.
In China’s constantly evolving digital marketing landscape, Dentsu Aegis Network and Tencent have remained ahead of the race in spotting new opportunities. Since they started working together in 2015, the two partners have built a comprehensive framework for synergy and collaboration on data solutions. The new cooperation arrangement announced today will further the cross-fertilization of competencies and form a united front within the marketing ecosystem.
“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, Chief Executive Officer, Dentsu Aegis Network.
SY Lau, Senior Executive Vice President, Chairman of Tencent Advertising, Chairman of Group Marketing and Global Branding, said, “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.”
Motohiro Yamagishi, Chief Executive Officer of Dentsu Aegis Network China, added: “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.”
Jeff Kwek, General Manager, Key Accounts & Channel Business, Tencent Online Media Group, remarked, “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.”
Tencent uses technology to enrich the lives of Internet users. Our social products Weixin and QQ link our users to a rich digital content catalogue including games, video, music and books. Our proprietary targeting technology helps advertisers reach out to hundreds of millions of consumers in China. Our infrastructure services including payment, security, cloud and artificial intelligence create differentiated offerings and support our partners’ business growth. Tencent invests heavily in people and innovation, enabling us to evolve with the Internet. Tencent was founded in Shenzhen, China, in 1998. Shares of Tencent (00700.hk) are traded on the Main Board of the Stock Exchange of Hong Kong.
About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands – Carat, Dentsu, dentsuX, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 38,000 dedicated specialists. www.dentsuaegisnetwork.com