Publicis acquires mobile marketing firm

by Jacquie Bowser Brand Republic 06-Sep-07, 09:00

LONDON - Publicis Groupe has acquired European mobile marketing company Phonevalley, which will become the mobile marketing arm of Publicis Groupe Media, for an undisclosed sum.

The Paris-based agency will continue to service its European clients and those of media agencies Starcom Mediavest Group and ZenithOptimedia, which Publicis already owns.

Phonevalley, which was founded in 2000 by Alexandre Mars, provides a range of mobile services including SMS, MMS and Wap, and manages purchases of banner ads and key words on mobiles.

Mars will become head of mobile of Publicis Groupe Media EMEA and will continue to manage the agency. Nick Pahade and Adrian Sayliss, board members of Publicis Groupe Media, have been appointed to the Phonevalley board.

Jack Klues, chairman of Publicis Groupe Media, said: "Mobile communications play an increasingly critical role in the lives of consumers, particularly in the 'my media' world of individual choice and control.

"The opportunities to build meaningful consumer connections through mobile marketing and advertising potentially have no limit, and thanks to the expertise of Alexandre Mars and Phonevalley, we will give our clients a leading advantage in this area."

In 2006, Phonevalley's clients included Paramount, Virgin, Mondadori, Air France, Colgate Palmolive, Sony and Universal.

Mars said: "We need to reach a critical size to better answer to our client needs and this move will give us the global reach we need for our international development."