Dentsu Aegis Network China has launched Amplifi, a newly established division, responsible for media investment and strategic partnerships for the group.

Amplifi will organise the group’s investment management, media partnerships, programmatic buying and content capability functions and bring it into a consolidated unit, with data as its foundation.

According to a company statement, Amplifi’s primary goal will be to “deliver the best performance for the group’s clients by working collaboratively with media, technology and infrastructure partners.”

Phil Teeman group managing director Dentsu Aegis Network China said: “It’s an important milestone for us to officially launch Amplifi in China. China is at the forefront of innovation in social, mobile, e-commerce and content.

“To form that matrix integrating investment management, media partnerships, technology and contents empowered by data under Amplifi allows us to leverage the group’s scale and develop innovative solutions for our clients across all of our agencies,” he added.

As part of the new launch, Tsuyoshi Suganami, chief executive of Dentsu Media Greater China has been appointed president of Amplifi China. He will be based in Shanghai and report to Phil Teeman.

Lisa Wei, chief investment officer Dentsu Aegis Network China, has been appointed deputy president of Amplifi China. Meg Chen will also join the team as head of media partnerships, and Lawrence Wan will lead Amnet, the group trading desk established in 2013 that will also be integrated under Amplifi.

Suganami said: “I am delighted to take this new role to lead such an integrated platform in China. Facing media convergence, agency’s media functionality needs to evolve beyond media efficiencies and rates.”