Dentsu Aegis Network (DAN) has signed a global strategic partnership (GSP) with Chinese internet company Tencent. The partnership aims to create a new collaboration model and “unveil a new era of marketing”.
It will see Tencent joining DAN’s mobile stack, which seeks to transform the future of mobile marketing. The collaboration will also allow brand owners to gain data-driven consumer insights. It aims to allow brand owners to optimise content creation and distribution on a global scale.
Through the partnership, DAN will also be able to deploy its capabilities in data analytics and brand marketing. This will enable both parties to work together to help brand owners find the moment of intent as well as determine and activate engagement to optimise user experiences in a mobile world.
As marketing technologies, channels and platforms evolve, the skill sets of digital marketing professionals must also evolve. As part of the partnership, the Dentsu Aegis Network X Tencent University programme has also been created to develop digital marketing professionals for the future by facilitating the sharing of best practices in addition to promoting digital education and adoption. This will see both groups collaborating to offer lectures on new business models, market trends and insights, and tech innovation.
“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,” Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, 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,” SY Lau, senior executive vice president, chairman of Tencent advertising and chairman of group marketing and global branding, said.
“The cooperation with Tencent gives us the opportunity to become the best partner for transformation by helping our clients navigate this complex market,” Motohiro Yamagishi, CEO of Dentsu Aegis Network China, added.