Publicis has agreed to a partnership with Chinese internet giant Tencent in what amounts to a first-of-its-kind collaboration between a global advertising group and all 11 of Tencent’s products. The deal affords Publicis access to the internet firm’s vast catalogue of online behavioural data, and in doing so allows its clients to make more informed decisions when it comes to the Chinese market.
Foreign firms have found advertising in China to be problematic, not least on the placement and conversion front. Access to Tencent’s data promises to improve programmatic offerings, cross-screen planning capabilities and conversion performance, with a special emphasis on mobile technology. Tencent is the owner of WeChat, the country’s leading messaging app with 762 million users, and this alone should greatly expand upon Publicis’ reach and influence among Chinese consumers.
Tencent is the owner of WeChat, the country’s leading messaging app with 762 million users
“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”, said Publicis Groupe’s Chairman and CEO, Maurice Lévy, in a statement. “Tencent is a company that embodies this strive for growth and innovation and we are honoured to be their first-ever global partner, and look forward to everything we will achieve together for the ultimate benefit of our clients.”
No financial details have been given, though the two companies have confirmed that the relationship will take a borderless approach built on three pillars: the first concerns a ‘drugstore’ incubation facility, to curate, invest in and cultivate start-ups with the aim of breaking new ground in data and in tech. The second concerns Tencent’s online behavioural data, and the third will involve the co-creation and co-investment of web-native content to create both new opportunities and new models for clients.
According to SY Lau, Senior Executive Vice President of Tencent and President of Online Media Group: “This collaboration will give brands and organisations 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.”