Magazine article Marketing

Digital Marketing Report: The Vital Statistics

Magazine article Marketing

Digital Marketing Report: The Vital Statistics

Article excerpt

Agency turnover and the predicted global growth of the market are two key indicators of the health of the mobile marketing industry - a fast-growing sector of digital marketing.

Here you will find this data as well as information about established and up-and-coming agencies, awards for the best mobile advertising and content, the type of content consumers are seeking and the medium's UK audience.

DIGITAL MARKETING AGENCY OF 2006 - AKQA

AKQA set itself apart last year, adding major global brands such as Coca-Cola, McDonald's and Smirnoff to its client list. In doing so it also attracted the attentions of General Atlantic LLC, which has acquired a majority stake in the digital agency, with some reports putting its investment at dollars 250m (pounds 125m). Ajaz Ahmed, chairman of AKQA, has argued that the deal with the private-equity firm would not affect the agency's global expansion, saying that the 'holding companies made it clear that they need us more than we need them'.

The increasing importance of mobile has prompted AKQA to launch a division dedicated to creating products, services and content for wireless devices. Under the leadership of Dan Rosen, AKQA Mobile has already carried out work for clients including Xbox, Nike and Coca-Cola.

- Source: Marketing Agency of the Year 2006

THE ONE TO WATCH - SPONGE

Another agency that has been the subject of a big-money deal, Sponge has been behind mobile marketing campaigns for some of the world's leading brands, including Unilever and Coca-Cola.

In February, Sponge was snapped up by NeoMedia Technologies in a pounds 10m deal, the fifth mobile marketing firm bought by the technology firm in a matter of weeks.

Sponge is the owner and developer of mobile applications such as Text Generator, as well as creating bespoke mobile solutions for global use The agency was also involved in one of the UK's biggest SMS campaigns - Walkers' 'text to win' competition. …

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