Tencent signs with DAN for mobile marketing

The China-based internet giant has inked another data partnership with an agency network, this time Dentsu Aegis Network.

DAN's Jerry Buhlmann and Tencent's SY Lau at Cannes
DAN's Jerry Buhlmann and Tencent's SY Lau at Cannes

Dentsu Aegis Network has entered into a strategic partnership with Chinese internet giant Tencent following a deal signed at Cannes Lions on Wednesday.

Under the partnership, Tencent and an unnamed social network will participate in DAN's Mobile Stack, a platform launched last year by the network to deliver integrated mobile marketing services including audience-first media planning and creative mobile experiences. The collaboration will give brand owners access to data and consumer insights, according to a release issued by the signing parties.

Meanwhile, the deal will also see Tencent and DAN working together to nurture digital marketing talent through the DAN X Tencent university programme. 

Tencent has also formed data partnerships with Publicis Groupe and Omnicom Media Group in the last year. 

Motohiro Yamagishi, CEO of DAN China, said that with China being at the forefront of digital disruption, the treasure trove of data is key to delivering a compelling customer journey for client brands. "The cooepration with Tencent gives us the opportunity to become the best partner for transformation by helping our clients navigate this complex market," said Yamagishi in a release.

Jeff Kwek, general manger, key accounts and channel business with Tencent Online Media Group, sald the companies are "trail blazing a comprehensive data-driven marketing journey".

Campaign has reached out to DAN and Tencent for further details on the collaboration. 

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