IPG Launches Mobile Agency Ansible

  |  July 17, 2007   |  Comments

A joint venture with mobile services firm Velti will offer mobile campaign integration to the holding company.

Interpublic and mobile technology firm Velti have created a new mobile marketing agency to serve the holding company's agencies and clients.

Called Ansible, the joint venture will operate as a standalone unit under the IPG umbrella. Founding executives include CEO Vladimir Edelmen, previously chief executive at mobile marketing firm Soapbox Mobile, and President Larry Harris, who led interactive functions at IPG-owned Draftfcb and most recently oversaw IPG relations with Facebook.

Harris told ClickZ the firm will distinguish itself by integrating with campaigns in other media and communications channels, as well as on "test and learn" trials for clients not yet versed in marketing to handheld devices.

"Clients don't want a standalone mobile capability," he said. "They want you to be able to integrate with their other marketing providers," for instance outdoor campaigns and tie-ins with events ranging from niche conferences to arena-style sporting venues.

To that end Ansible will offer a broad spectrum of mobile services, including creative, messaging, content development offerings, and media planning and buying. At launch, the firm will operate in North America, Asia and Europe, while "aspiring to a global footprint," Harris said. Its initial staff will consist of 17 to 20 staffers in its New York headquarters.

Ansible will be housed under IPG's recently formed Futures Marketing Group and will leverage the existing infrastructure and clientele of the holding company's several-hundred agency units, which include global ad network McCann Erickson, The Martin Agency and R/GA in the U.S. and special events marketer Jack Morton in Hong Kong.

When it comes to mobile, the decision to build rather than buy is one a growing number of agency networks may face. Unlike the digital marketing M&A landscape over the past five or so years, relatively few wireless agencies have emerged or matured into attractive acquisition targets. One of those, Ipsh, was acquired by Omnicom in TK.

More common are purchases of ad networks. In May, AOL acquired Third Screen Media, and Microsoft picked up European ad network ScreenTonic, both for undisclosed sums.

IPG said it evaluated 40-plus mobile infrastructure partners before deciding to partner with Velti, which has offices in London, New York, Boston and Athens.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...
    • Internet Marketing Specialist
      Internet Marketing Specialist (InteractRV) - DallasInternet Marketing Specialist InteractRV - Anywhere Telecommute, USA SEM | SEO | Content Creator...
    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...