Publicis Groupe and China’s Tencent have signed a partnership to cultivate a ‘borderless’ and innovative approach to working with clients.
The group’s chairman and chief executive Maurice Levy and Tencent’s senior executive vice president SY Lau signed the joint agreement at Publicis’ first annual Viva Technology Paris event last week (1 July).
The arrangement, which was marked with the scanning of a WeChat QR code, will see the launch of a ‘Drugstore’ start-up facility to cultivate new companies and provide breakthrough offerings in data and ad tech, a connected strategy from Tencent’s online behavioural data, plus co-creation and co-investment of web native content to drive unique content models.
“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 Lévy.
“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.”
Lau describer the partnership with Publicis Groupe as the first of its kind across all of Tencent’s assets, that 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,” said Lau.
“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.”
This news comes the week after it was announced that the Chinese tech giant would partner with WPP to create a social marketing lab in China.