Publicis Groupe has entered into a strategic partnership with Seoul-based entertainment powerhouse CJ ENM, which is active in broadcast, film, music, live entertainment and animation, as well as in ecommerce.
Under a business branded as Contact, Publicis Groupe will be responsible for global sponsored-content creation and sponsorship operations for CJ ENM across Asia Pacific, including Greater China. The offering includes localised content development of CJ ENM-owned IPs (intellectual properties), sponsorship product exposure, and integrated marketing solutions for content sponsorship and branded concerts, according to the companies.
This is CJ ENM's first regional partnership; the company previously worked with partners at a market level.
"The IP/content industry is consistently growing year on year for a good reason: branded entertainment and content provide an influential platform for brands to organically engage consumers who are also fans of popular culture," said YouMi Cho, CEO of Publicis Groupe Korea. "By partnering with the top K-content provider in Korea, our clients will have access to some of the best IPs including MAMA [Mnet Asian Music Awards] festival, and as well as commerce platforms to drive sales.”
The partnership creates a one-stop-shop for Publicis clients to tap into the latest cultural wave, added Nicolas Menat, CEO of Publicis Groupe for Southeast Asia and North Asia.
“We are excited by the strategic partnership with Publicis Groupe who has a strong global network as well as who understands consumers globally," said Seon Cho, VP of CJ ENM. "With our premium IP/content, we hope to bring new experience to our global audiences."
In addition to the MAMA festival, some of CJ ENM's successful properties include Hallyu convention KCON, the Tony Award-winning musical Kinky Boots, hit films Roaring Currents and Ode to My Father, and the television series Mr. Sunshine, Guardian: The Lonely and Great God, Show Me the Money and Produce 101.