Publicis Groupe and Alibaba have partnered to harness data for brand building across Alibaba’s ecosystem.

The partnership will enhance Alibaba’s Uni Marketing framework, a product portfolio that uses data to control brand building across the Alibaba ecosystem.

The partnership will focus on key areas such as using Uni Desk to generate deep consumer insights that will inform content decisions and enable precision storytelling.

Both Alibaba and Publicis Groupe will co-create data for media planning features and functions tailored to client needs under the Uni Desk Tool suite. Specialists from Publicis will also work with Alibaba’s product teams to create and refine offerings in data labelling and segmentation methods, as well as success metrics and tracking enhancements.

The partnership will also focus on in-content innovation with Uni ID data infrastructure, using real-time data driven insights to design and inform locally relevant creative, as well as enable a customised content journey across the Alibaba ecosystem.

Lastly, attention will be paid to creating unique media and content solutions around key occasions and events, allowing brands to transform shopping occasions into 'meaningful life moments'.

“This partnership propels our vision to create future forward capability and solutions by harnessing the power of data and technology for brand growth via data enabled precision storytelling and brand operations for our clients. We are excited to be the pioneering agency partner to share and support this journey of growth with Alibaba,” said Bertilla Teo, chief exeuctive officer at Publicis Media Greater China.

“I’m delighted to announce that our clients will have priority access to the Uni Desk tools as they are rolled out and we’re already working with several of our clients across both FMCG and Luxury categories,” she added.

“Alibaba Group has embraced a journey of transformation from ecommerce platform to a big data company that aims to create quality life for Chinese and global consumers with the convergence of commerce, content and technology, enabled by Uni Marketing capabilities. We are committed to forging a strong and special partnership with Publicis Groupe to develop the Uni Marketing product,” said Chris Tung, chief marketing officer, Alibaba Group.

“We are confident that with Alibaba's platform resources and product capabilities, combined with the insights and expertise of Publicis Groupe, we will be able to deploy solutions to fulfill both companies’ growth ambitions,” he added.