Aegis Group has bought the mobile marketing agency Marvellous Mobile for an estimated £10 million.
Marvellous has been the subject of take-over rumours for many months. It has worked closely with the Aegis-owned subsidiary Isobar, creating Sprite Yard, a mobile content platform and interactive community for Coca-Cola. It launched in China earlier this year and will be introduced in the US next month.The deal provides further evidence of the intense interest in mobile as a channel for marketing and advertising. It comes just weeks after Screentonic and Third Screen were bought by Microsoft and AOL respectively.
Marvellous, which works with clients including Vodafone and GlaxoSmithKline, has always touted itself as a creative agency rather than one that specialises merely in the logistics of getting messages to phone users.
Aegis’s CEO Robert Lerwill said: "We believe the time of mobile is here. Mobile puts communications into the hands of consumers - quite literally. Technology and handset penetration are now at a point where imaginative and interactive content is becoming a reality."
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