The 2017 Cannes Lions Festival saw Tencent and Dentsu Aegis Network sign a new partnership, which aims to transform the mobile marketing industry. Jeff Kwek, general manager, key accounts and channel business, Tencent Online Media Group; Steven Chang, corporate vice president, Tencent; Motohiro Yamagishi, chief executive officer, Dentsu Aegis Network China; and Meg Chen, executive vice president, digital development, Dentsu Aegis Network China, sat down with Campaign’s Atifa Silk to discuss the new initiative.
Dentsu Aegis Network plans to utilise Tencent’s impressive bank of smart data to perfect its data analytics and brand marketing capabilities. Together, the companies will streamline their approach to activating brand engagement, identifying the moment of intent for brand owners and optimising users’ mobile experiences. The two have been working closely together since 2015, and seek to expand the scope of their partnership through the new agreement.
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