MAM
Dentsu Aegis & Tencent ink deal for ‘big data ecosystem’ in China
MUMBAI: Tencent Online Media Group (OMG) has formed a strategic partnership with Dentsu Aegis Network to allow joint access to its smart data and establish an integrated big data ecosystem in China, by bringing together disparate data islands.
Dentsu Aegis Network brands will be able to leverage Tencent’s data to improve Data Management Platform, facilitate programmatic buying, as well as the ability to analyse consumers’ brand experience and attitudes that will guide advertising spend.
“Dentsu Aegis’ global expertise and ability to connect brands and people, together with Tencent’s smart data solution, will help brands make more accurate and powerful advertising decisions to improve the effectiveness of brand and performance marketing,” said Dentsu Aegis Network China COO Nobuaki Kyushima.
“In the past, some companies built their own large data assets without considering that such platforms are actually isolated from each other. In addition, these companies did not have clear models for data application,” added Tencent corporate vice president Steven Chang. “We are delighted to be able to collaborate with Dentsu Aegis in building an integrated data ecosystem that allows advertisers to more effectively reach their target audience, while setting industry standards and best practices for the markets,” he added.
Tencent has invested heavily in its data capabilities and introduced a variety of data services to the market in China. It provides a full-volume rather than sample-type data access for comprehensive consumer insight, enabling advertisers to adjust their advertising campaigns through real-time monitoring of advertising impact. In addition, Tencent helps companies analyse user consumption behaviour and track the decision-making cycle to facilitate highly accurate targeting, multidimensional data analysis and management across media, terminals, platforms and contexts.
Amplifi China president and Dentsu Media Greater China CEO Tsuyoshi Suganami said, “Tencent has a clear advantage in its technological capabilities especially on big data development. We are proud to partner with Tencent so that we can improve and enrich our data, drive innovation, and empower our advertisers to make increasingly well-informed data-driven programmatic buying decisions in real time.”
Under the cooperation framework, brands under Dentsu Aegis Network such as Isobar, Carat, &C and Amnet will leverage Tencent data to offer diversified data solutions and deeper consumer insights.
Amplifi China head of global media partnership Meg Chen added, “We’ve worked closely with Tencent on some successful projects such as Mondelez, Carat and Tencent Joint Business Plan. Today’s comprehensive data partnership unveils a new chapter of our collaboration.”
MAM
Anant Swarup joins FICCI as secretary general
The 1992-batch IRS officer brings three decades of trade, logistics and WTO experience to India’s most powerful industry body
NEW DELHI: FICCI has a new voice in the room. The Federation of Indian Chambers of Commerce and Industry has appointed Anant Swarup as secretary general, effective 14th April, slotting a seasoned bureaucrat into one of Indian industry’s most influential perches.
Swarup is not a man short of credentials. Over three decades in public service, he has served as additional secretary in the Department of Commerce, director general of trade remedies, executive director to the union minister of railways, and first secretary representing India at the World Trade Organization in Geneva. A 1992-batch Indian Railway Personnel Service officer, he has since moved through the private sector before landing at FICCI.
His academic armour is equally well-stocked: a master’s certificate in sustainable infrastructure and finance, an MBA, an LLB, and an MSc and BSc in zoology. A man who has studied animals and trade remedies in equal measure is perhaps well-suited to navigating Indian industry.
Jyoti Vij continues in her role as director general, keeping the institutional scaffolding firmly in place.
With global trade tensions rising and Indian industry clamouring for sharper policy bandwidth, FICCI has picked a man who has sat across the table from the world’s toughest trade negotiators. Swarup knows the game. Now he gets to play it from the other side.
