Interpublic Launches Mobile Marketing Agency In Joint Venture with Velti, Leading Mobile Technology Company

16 Jul 2007 14:00

Interpublic (NYSE: IPG) announced today that it has formedAnsible, a dedicated mobile marketing agency, in a joint venture withVelti (LSE: VEL), a leading mobile technology provider. Ansible willbe a stand-alone unit that will partner with agencies throughout theholding company and be a part of Interpublic's recently createdFutures Marketing Group. £ Ansible will be led by Vladimir Edelman as chief executiveofficer. A mobile marketing veteran, Mr. Edelman joins the companyfrom Soapbox Mobile, a leading provider of full-service mobilemarketing solutions, where he served as chief executive officer. Priorto that, he served as vice president and general manager of MobileESPN Publishing Worldwide. Mr. Edelman's past experience includesexecutive positions at CBS, FOX, Time Warner and MSNBC. £ Larry Harris, formerly executive vice president, director ofintegrated marketing for Draftfcb, will join Ansible as president. Mr.Harris most recently led the Interpublic/Facebook.com collaborativeteam, which helped clients and IPG agencies develop innovativeresearch and marketing programs that leveraged the popular socialnetworking platform for competitive advantage. Prior to Draftfcb, Mr.Harris founded and ran FCBi Digital, where he led online strategiesand creative development for a broad array of clients, including AT&T,HP, Merck, MetLife, JPMorganChase and Qwest. £ Based in New York, Ansible will be a provider of mobile marketingsolutions to Interpublic agencies and clients. The company will workwith brands, agencies and content providers to develop and deploymobile advertising and marketing programs. Ansible will offer mobilestrategy, creative development and campaign management, leveragingbest-in-class technology and expertise. The company will operate inNorth America, Europe and Asia and will utilize Velti's proprietaryservices and mobile marketing technology in all markets. £ "Mobile is a crucial medium that increasingly bridges traditionalmedia channels to provide fully integrated client solutions," saidMichael I. Roth, chairman and chief executive officer of Interpublic."The pace at which marketing dollars will flow to emerging media thatare accountable and cost efficient will continue to accelerate. Thepower of mobile marketing can now be seamlessly incorporated into themulti-channel solutions that all of our companies must provide to ourclients to meet their evolving needs." £ "Mobile is a new way of life," said Mr. Edelman. "It presents anew way of connecting with consumers; helping consumers connect witheach other; and increasing the efficiency and effectiveness of othermedia. We look forward to working with agencies and clients to createinnovative mobile solutions for their brands." Mr. Harris added that"Mobile is a key medium for many of our clients, and with Ansible weare positioned to offer best in class service in this emergingchannel." £ "We evaluated more than 40 mobile services providers and decidedto work with Velti because of their best-of-breed technology platformand their extensive operator experience," said Bant Breen, presidentof the Futures Marketing Group. "As a new company within the FuturesMarketing Group, Ansible will complement our stable of emerging mediaresources, which include Reprise Media, and partners such as theInterpublic Emerging Media Lab, Spot Runner and Facebook." £ Alexandros Moukas, chief executive officer of Velti, added, "Weare very excited to be forging a strategic relationship withInterpublic through Ansible. Mobile is poised to experience explosivegrowth over the next few years, offering unparallel targeting andreach. Velti's technology and service capabilities coupled withInterpublic's clients, brand reach and footprint make Ansible thefirst complete global offering in mobile marketing." £ About Interpublic £ Interpublic is one of the world's leading organizations ofadvertising agencies and marketing services companies. Major globalbrands include Draftfcb, FutureBrand, GolinHarris International,Initiative, Jack Morton Worldwide, Lowe Worldwide, MAGNA Global,McCann Erickson, Momentum, MRM Worldwide, Octagon, Universal McCannand Weber Shandwick. Leading domestic brands include Campbell-Ewald,Carmichael Lynch, Deutsch, Hill Holliday, Mullen, The Martin Agencyand R/GA. For more information, please visit www.interpublic.com. £ About Velti £ Velti is a leading mobile platforms and service provider thatenables mobile advertising, marketing and mobile content. With officesin London, New York, Boston and Athens and more than 200 employees,Velti operates in 10 countries and its more than 100 corporatecustomers include major mobile network operators, advertising agenciesand media groups. Velti is a publicly traded company listed on theLondon Stock Exchange. For more information please visit www.velti.com Copyright Business Wire 2007