Group M, the media investment management group of WPP, and the e-commerce giant Alibaba have formed an strategical brand marketing partnership that combines GroupM’s [m]PLATFORM solution with Alibaba’s Uni Marketing products. Both companies will collaborate in areas including data, resources and strategy. This will create additional mileage for GroupM’s clients and enable their brand marketing efforts to be more relevant to consumers.
Launched globally last November, [m]PLATFORM is GroupM’s proprietary audience intelligence and activation solution. It connects wide-ranging WPP data sources, including Kantar and Wunderman, third-party data providers and data from GroupM’s other global media partners. In the prevailing big data era, [m]PLATFORM provides marketers with an edge in building personalized and long-standing consumer relations.
Alibaba launched the Uni Marketing methodology and product portfolio at around the same timeframe. Its components include Brand Databank, Uni Desk (Uni Marketing Ad Placement Desk), Alimama media products, Brand Hub, etc.
This month, Alibaba named GroupM China as one of its eight inaugural partners for Brand Databank (Others include Acxiom, Duozun Data, Hlonu, Baozun, Protime, Connext and Illuminera).
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