Publicis Groupe and Alibaba Announce China Uni Marketing Partnership

Publicis Groupe is the first agency to work with Alibaba in Uni Marketing

Reinforcing the organization’s commitment to leadership in digital, data and technology, Publicis Groupe [Euronext Paris: FR0000130577, CAC40] launched today a partnership with Alibaba bringing benefit to the clients of Publicis Media, Publicis Communications and Publicis.Sapient.

Alibaba’s Uni Marketing framework is a complete product portfolio powered by data that enables brands to have control of brand building across the Alibaba ecosystem in China. The partnership with Publicis Groupe in China will focus on the following key areas:

  1. Harness the power of Uni Desk to generate deeper consumer insights, inform content decisions and enable true precision storytelling
    • Publicis Groupe and Alibaba will collaborate to create data enabled media planning features and functions tailored to client needs under the Uni Desk tool suite.
    • Publicis Groupe specialists will work with Alibaba Uni Desk product teams to create and refine the product offer, especially in data labeling and segmentation methods, dimensions of success metrics and tracking enhancement to best serve brand marketers’ needs.
  2. Create in-content innovation with the support of Uni ID data infrastructure.
    • Real-time data driven insights to design and inform locally relevant creative content.
    • Enable customized content journey across the Alibaba ecosystem, including Tmall, Taobao and beyond e-commerce into Youku, Tudou and UCWeb for Video, Gaode Map and and Sina Weibo for Social.
  3. Create unique media and content solutions around key occasions and events.  
    • Create marketing solutions around key occasions and events, to transform shopping occasions into meaningful life moments enabled by brand experiences.

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.” commented Bertilla Teo, Publicis Media Greater China CEO. “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.”

Alibaba Group has embraced a journey of transformation from e-commerce 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.”


Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is a global leader in communication. The Groupe is positioned at every step of the value chain, from consulting to execution, combining marketing transformation and digital business transformation. Publicis Groupe is a privileged partner in its clients’ transformation to enhance personalization at scale. The Groupe relies on ten expertise concentrated within four main activities: Communication, Media, Data and Technology. Through a unified and fluid organization, its clients have a facilitated access to all its expertise in every market. Present in over 100 countries, Publicis Groupe employs around 103,000 professionals.

About Alibaba Group (NYSE: BABA)

Alibaba Group's mission is to make it easy to do business anywhere. The company is the largest online and mobile commerce company in the world in terms of gross merchandise volume. Founded in 1999, the company provides the fundamental technology infrastructure and marketing reach to help businesses leverage the power of the Internet to establish an online presence and conduct commerce with hundreds of millions of consumers and other businesses.