OgilvyOne is partnering with German mobile specialist iconmobile to create a Chinese joint venture, while Omnicom Media Group has launched OMG Search in partnership with digital marketing group DGM.
Headquartered in Shanghai, OgilvyOne’s 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. Chris Reitermann, OgilvyOne China’s president, said the rationale behind the deal was to introduce expertise not already within OgilvyOne into China.
Headquartered in Shanghai, OgilvyOne’s 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. Chris Reitermann, OgilvyOne China’s president, said the rationale behind the deal was to introduce expertise not already within OgilvyOne into China.
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.
OMG Search, meanwhile, is designed to boost the search offering of OMG’s agencies OMD and PHD. The partnership is effective immediately, and OMG clients Johnson & Johnson and Visa have begun using it. The service uses DGM’s technology to examine consumer behaviour patterns offline and measure cross-channel media impact, an OMG spokesman said.
According to regional digital director of OMD International Andrew Tu, the move reflects OMG’s goal to broaden its presence as a digital agency, and its decision to partner with a non-Omnicom Group company is part of its strategy to implement services for clients using any means.
Additional reporting by Anita Davis
