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Tencent, the massive Chinese holding company behind WeChat, has hired Droga5 as its first U.S. creative agency partner after a competitive review.
The move comes as Tencent looks to expand further beyond its home base in China by focusing on the rapidly expanding mobile games market, which is estimated to generate more than $108 billion in revenue this year.
“Tencent’s gaming division has big plans for North America, and this is the key relationship set up to take that on,” Droga5 chief marketing officer Chris Wollen told Adweek.
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