Singapore – At the 70th Cannes Lions International Festival of Creativity, Tencent Marketing Solution (TMS) unveiled its joint business partnership with dentsu.
Ethen Zhang, Tencent Marketing Solution’s deputy general manager of channel sales, shared at the event’s ceremony that they will be harnessing dentsu’s comprehensive strengths and global network resources, and capitalize on the synergies of both their ecosystems.
“Together, we aspire to offer our clients more enduring and higher return on investment solutions,” he said.
The partnership will concentrate on four core areas: integrated marketing solution development; copyrighted content cooperation; marketing technology and measurement; and charity and social responsibility.
Dentsu will leverage its resources and expertise in creative, media, and customer experience and capitalize on the Tencent ecosystem to create a platform for sustainable growth for its clients.
Tencent’s ecosystem incorporates a variety of platforms such as Tencent Video, Tencent Sports, Tencent Games, among others, supported by a robust distribution network. Concurrently, dentsu boasts a rich content portfolio and copyright configuration, including animation, cartoons, and eSports. The partners will be exploring potential collaborations in areas such as copyright cooperation, content introduction and expansion into global markets, as well as joint marketing and operations.
Furthermore, by amalgamating Tencent’s measurement and data product, RACE, with dentsu’s profound insights across a multitude of markets and industries, the alliance will facilitate collaboration in marketing measurement, offering a more comprehensive and scientifically grounded perspective to their clients.
In 2022, dentsu launched its ‘2030 Sustainable Development’ plan, which strongly aligns with Tencent’s vision of ‘Tech for Good’. The two companies have agreed to employ their respective resources and strengths to also foster sustainable development alongside their partners.
On June 20th, Zhang together with Rob Gilby, APAC CEO of dentsu, formally inaugurated the partnership by jointly stamping a scroll inscribed with the Chinese characters ‘Lian Meng’, symbolizing ‘Union’. The exchange of ‘Dunhuang’ artwork ornaments – symbols of ‘heritage, innovation, technique, and responsibility’ – marked the commencement of the strategic partnership.
At the ceremony, Gilby shared, “In today’s hyper-competitive and customer-centric world, we need to know the most about customers and harness innovation and resources to continue to manage and meet expectations while also driving growth for business. Today, we are honoured and delighted to be strategically aligned with Tencent, a leader in China to shape the customer experience of the future and cultivate long-standing brand loyalty and trust.”
CEO of dentsu China, Deric Wong, also stated, “Consumers demand quality choices in today’s digitally-savvy market and dentsu’s strategic partnership with Tencent teams us together – leveraging innovations, resources and our leading business positions to help brands predict, plan and move forward for what’s next. At dentsu, we think global and act local, to understand each market better. Collaboratively with Tencent’s unparalleled Internet value added services in China, we look forward to create tomorrow’s experience today.”
Maxxie Qi, dentsu cooperation lead of the channel sales department at TMS, remarked, “We eagerly anticipate fully leveraging dentsu’s robust capabilities in content, creativity, media, and consumer experience within Tencent’s ecosystem. Our aim is to deliver more sustainable and integrated solutions to our global clientele.”
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