Both Publicis and WPP are developing their business in the China region, with Publicis Media co-launching a Big Data product with the Institute of Computing Technology, and WPP agreeing to take full ownership of two existing joint ventures.
WPP’s Ogilvy & Mather has agreed to acquire full ownership of two existing joint ventures, taking 25% and 15% in advertising strategy, design and production agency Shanghai Ogilvy & Mather Advertising Ltd and communications and public affairs consulting agency Shanghai Ogilvy & Mather Marketing Communications Consulting Co Ltd respectively.
The acquisition is part of WPP’s strategy and commitment to investing in important markets, with WPP companies and associates in Greater China currently generating revenues of $1.6bn.
Publicis Media’s new partnership with the Chinese Academy of Sciences member provides advantages in data scraping, emotional modelling and data exchange, while actively identifying strategic partners.
“The media industry is in a phase of transformation,” said Publicis Media chief executive Bertilla Teo. “At the global level, Publicis Media has been leading the new wave of industry change, investing in data and technology, with acquisitions to include those of Sapient and RUN globally.
“In China, we have launched technology solutions such as AOD [Audience on Demand], a programmatic buy tool, and Publicis Media DMP, to help our clients take advantage of technology advancements. Today, with the launch of PMI2, Publicis Media will be the first agency to streamline big data into programmatic buying.”
Publicis Media managing director for data, technology and innovation David Chen claimed that the intelligent algorithm will allow the agency to deliver 95% accuracy overall with 80% data classification and 75% recall rate.
“The key product areas have been built around better understanding of the market, consumers and audiences and, finally, communications in developing the digital communication offering,” Teo commented.
“Our partnership with ICT will help the industry drive Big Data into the fast lane in China.”