Monterosa, which has offices in Sweden, New York, and Singapore, will report into BBH, providing the network with a core specialty in mobile communication and team of dedicated specialists around the world, according to Publicis.
Under the deal—the first major announcement made since BBH became a wholly owned subsidiary of Publicis Groupe— Monterosa will keep its name and the agency will work with its own clients as well as other advertising agency partners throughout BBH and Publicis Groupe.
Carl Norberg, co-founder of Monterosa, will continue to manage the agency and will report to BBH Group's CEO, Gwyn Jones.
Publicis Groupe said it is committed to expanding its footprint in the mobile space. The deal with Monterosa follows Publicis Groupe’s expansion into the mobile advertising market with its acquisition of Phonevalley in 2007.
Jones said BBH has been working with Monterosa for 18 months, describing the deal as a “strategically important move”.
"The ubiquity and intimacy of smartphones make mobile campaigns an entirely new way to communicate with consumers," he said. “Mobile ads can be uniquely useful and pertinent—but they can also be perceived by consumers as disruptive. It's vital that we help our clients develop campaigns that are not just technically seamless, but also friendly and relevant.”
Monterosa was founded in 2009 by Johan Hemminger, Johan Ståhle, Anton Holmquist and Norberg.
The agency's 30-person team works with some of the world’s biggest brands, including Carlsberg, Google, Mercedes Benz, Samsung and Vodafone.
The deal will enable Monterosa to grow its footprint to other areas in the world and work more closely with its clients.
