WPP and Tencent Set Up 'China Social Marketing Lab'

WPP has partnered with Chinese Internet services company Tencent to set up a 'social innovation and ideation lab', which will combine the firms' technology, analytics and creative input to build social media ideas and campaigns for the latter's instant messaging platforms.

The new 'China Social Marketing Lab' will merge Tencent's local online space experience with WPP's global marketing expertise, to support further development of Tencent's QQ messaging platform and Weixin/WeChat text and voice messaging mobile apps. These products are used by hundreds of millions of people every day to communicate, share experiences, consume information, and seek entertainment. Davis Lin, VP of Tencent, said that through WPP's global agencies, his firm will connect businesses with people, while offering both businesses and users an enhanced 'social experience'.

Sir Martin Sorrell, founder and CEO of WPP, added: 'This partnership combines the best of talent and technology within WPP and Tencent. Fostering innovation in the social sphere is key in today's world of hyper-connectivity. Collaborating with partners and clients is a strategic way forward for WPP and our agencies to create stronger products for better engaging end-users.'

Web sites: www.wpp.com and www.tencent.com .