Publicis Groupe Collaborates With CJ E&M On Branded Content & Sponsorship

Under the deal, a new entity “Contact” has been created where Publicis Groupe will be responsible for global sponsored-content creation and sponsorship operations for CJ E&M across Asia Pacific, including Greater China. The roster includes localised content development of CJ E&M-owned IP (intellectual property), sponsorship product exposure, and integrated marketing solutions for content sponsorship and branded concerts, according to the companies.

YouMi Cho, CEO of Publicis Groupe Korea, noted, “The IP/content industry is consistently growing year on year for a good reason – branded entertainment and content provide an influential platform for brands to organically engage consumers who are also fans of popular culture. By partnering with the top K-content provider in Korea, our clients will have access to some of the best IP, including MAMA (Mnet Asian Music Awards),  as well as commerce platforms to drive sales.”

“We are excited by the strategic partnership with Publicis Groupe, who has a strong global network as well as who understands consumers globally,” added Seon Cho, VP of CJ E&M. “With our premium IP/content, we hope to bring new experience to our global audiences.”

The latest move will allow brands across Asia Pacific to tap into CJ E&M’s vast portfolio of major Hallyu entertainment properties such as MAMA Festival, KCON, blockbuster movies Roaring Currents and Ode to My Father, and television series Mr. Sunshine, Guardian: The Lonely and Great God, Show Me the Money and Produce 101.