Acquisition creates markets’ largest mobile firm
MANILA, Philippines—Havas Media, a publicly listed firm in Paris, announces the acquisition of a majority stake in Snapworx Mobile Inc., the mobile marketing arm of Snapworx Inc., one of the Philippines’ biggest digital marketing agencies.
Havas Media is the global media network of Havas. It represents one of the world’s fastest-growing media networks and its agencies have grown from 10 markets in 1999 to 119 markets in 2011.
Following the acquisition, Snapworx’s mobile business will be rebranded as Mobext, which already operates as the global mobile marketing brand within the Havas Digital stable.
This acquisition further strengthens Havas Media’s footprint in the area, adding to its existing two agencies: MPG and Media Contacts.
Mobile experience
Snapworx, founded in 2002, is a leading independent digital agency in the Philippines. The agency’s areas of expertise include mobile, social and search marketing. Snapworx counts among its roster of clients Procter & Gamble, San Miguel Food Group, the SM Group of Companies, PLDT, Tupperware Brands and Wyeth, in addition to other blue-chip brands.
The newly branded Mobext in the Philippines will be led by Arthur Policarpio, current CEO of Snapworx, who will report to Vishnu Mohan, CEO of Havas Media APAC.
With a decade of mobile marketing experience, Arthur is a pioneer in the mobile marketing industry, and is a recognized industry leader in the Philippines.
He was the former president (2009) of the Internet and Mobile Marketing Association of the Philippines (Immap), the country’s premiere association for Internet and mobile marketing. He will be joined in the Mobext management team by Jeremy Obial, Snapworx co-founder and chief technology officer.
“We are constantly focused on enhancing our service offerings to address the needs of our clients and the acquisition of Snapworx is part of this strategy. The Philippines is one of Asia’s biggest mobile markets where the demand for mobile marketing solutions is growing exponentially,” says Alfonso Rodes Vila, CEO of Havas Media. “Snapworx has some incredibly strong platforms for mobile marketing and considerable expertise in digital. This acquisition also perfectly complements our other agencies in the Philippines.”
According to Anthony Rhind, CEO of Havas Digital, Snapworx has some extremely sophisticated platforms for mobile marketing and a very impressive list of clients.
Wonderful addition
“It is a wonderful addition to Havas Digital’s agencies and we see a great cultural fit with them,” Rhind says. “I am excited by the prospect of the new agency Mobext, and look forward to working with the teams to continue and support the great work that it is so well known for.”
Mobext is currently present in 11 markets globally. In Asia, the agency brand was launched in India in May last year, with plans for roll out in three more markets this year.
The agency offers comprehensive services including messaging services like SMS and download, mobile Internet services like WAP consulting and development, mobile display, mobile search and proximity-based services including LBS and mapping.
It will also offer integration through reporting and analytics by Havas Digital’s campaign management platform, Artemis.
About Havas Media
Havas Media services its clients through a portfolio of specialist global networks and agencies. The group is organized to maximize local market dynamics while leveraging the extensive global insight and strategic support within Havas Media.
The range of companies within Havas Media encompasses MPG (Havas Media’s global media network), Arena Media (Havas Media’s network for tailor-made communication services), Havas Digital (Havas Media’s global interactive network) and Havas Sports & Entertainment (Havas Media’s global sports and entertainment communication network).
Marketing network
Mobext is the mobile marketing network of Havas Digital, the umbrella holding company that manages all Havas Media’s interactive assets. Mobext was launched in 2007 as the first agency and strategic consulting company to offer specialized services within the international mobile marketing arena. The network’s main mobile marketing services include: mobile sites & apps, SMS/QR/2D bar code/image recognition, multi-platform apps, m-commerce, social & LBS, music & video games, search, standard & rich media, augmented reality, among others.
Mobext currently operates in the US, Spain, France, UK, Portugal, Mexico, Brazil, Chile, Argentina, India and Colombia. Mobext works with a large list of blue-chip clients globally such as Barclays, Bimbo, Coty, Citroen, Grupo Prisa, Kmart, Nike, Pikolin, Planeta d’Agostini, Spanair, Telcel, Toyota, and Warner, to name a few.
