Headquartered in Shanghai, the partnership will focus on mobile design and technology as the companies seek to capitalise on the emerging mobile marketing sector in China. Each company has a 50 per cent stake in the venture.
Berlin-based iconmobile has built a reputation as an expert in mobile technology, including user interface design and mobile data. It also has a technology product that ensures mobile sites are compatible on all the major handset brands. WPP owns a 40 per cent stake in the business.
Berlin-based iconmobile has built a reputation as an expert in mobile technology, including user interface design and mobile data. It also has a technology product that ensures mobile sites are compatible on all the major handset brands. WPP owns a 40 per cent stake in the business.
The venture will avoid SMS marketing in favour of high-end mobile consultancy. Initially, it will target multinationals that “already know what they can do with mobile”, according to iconmobile group CEO Thomas Fellger. It has already secured Microsoft as a client.
The venture is the first time iconmobile has partnered with another company, and its first foray into Asia beyond a small operation in Japan. The general manager of the Shanghai operation is Joseph Tsang, formerly director of digital strategy at MRM.
Chris Reitermann, president of OgilvyOne China, believes that the subscriber numbers and infrastructure in China mean mobile should take off. “Everything is there to make mobile very successful,” he said. “The only thing that has been missing is someone who knows what they’re doing.”
