Ipsh! clients have included Starburst and Britney Spears' Curious perfume brand.
Agency holding company Omnicom has acquired four-year-old mobile marketing firm ipsh!, whose clients have included Starburst and Britney Spears' Curious perfume brand.
Ipsh! will join Omnicom's "diversified agency services" unit. The wireless communications firm is based in San Francisco, and has offices in New York, Seattle and Los Angeles. Its proprietary PRISM cross-channel marketing platform integrates phones with email, iTV, couponing and the Web.
Neither company could immediately be reached for comment.
Earlier this year, ipsh! created a large-scale text messaging promotion for Starburst in which SMS short codes appeared on approximately 100 million packs of candy. By texting a game code to the short code JUICY, people could win prizes.
Observers of wireless marketing have reported that large agency holding companies are increasingly interested in buying up firms specializing in mobile communications. During a session at the recent Advertising Week festivities in New York, Publicis CEO Maurice Levy maintained that mobile devices will ultimately be the largest, most powerful marketing channel of all.
"We all believe that the biggest media in the world will be the cell phone, when it has the features and possibility for ads," he said. Spending on mobile campaigns in the U.S. has lagged far behind expenditures in Europe and Asia.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.
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.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014