WPP has signed an agreement with Chinese internet giant Tencent to create a social innovation and ideation lab.

The agency group has revealed it signed a ‘memorandum of understanding’ with WeChat-owner Tencent at last week’s Cannes Lions festival to advance its innovation in the social space.

Called the ‘China Social Marketing Lab’, the partnership aims to develop “enhanced solutions” for Tencent’s QQ and Weixin/WeChat platforms, by sharing knowledge, technology, analytics and creative input.

WPP boss Sir Martin Sorrell said, “This partnership combines the best of talent and technology within WPP and Tencent.

“Fostering innovation in the social sphere is key in today’s world of hyper-connectivity. Collaborating with partners and clients is a strategic way forward for WPP and our agencies to create stronger products for better engaging end-users.”

Davis Lin, vice president at Tencent added: “This partnership represents Tencent’s efforts to create a vibrant content industry through creative social advertising formats, data and technology.

“Tencent’s QQ and Weixin/WeChat are among China’s most-used mobile applications. In conjunction with WPP’s global agencies, we will connect businesses with people while offering both businesses and users an enhanced social experience.”

WPP is not the first agency network to tie up with Tencent: earlier this year, Omnicom Media Group entering into a partnership with the firm to improve the use of data to inform media planning and buying in the region.

Earlier this month, M&M Global spoke to Steven Chang, corporate vice president at Tencent Online Media Group, about China’s post-90s generation, and why the upcoming Rio 2016 Olympic Games will be a major marketing moment