M&C Saatchi launches mobile agency

By By David Blight | 24 October 2012

M&C Saatchi Australia has launched global specialist mobile and tablet marketing agency, M&C Saatchi Mobile, into the local market.

The specialist division, which already exists in London, New York, Los Angeles, Paris, Cape Town and Johannesburg, will be headed by Mi9 mobile specialist Sarah Di Mento. She will hold the title of business development manager.

M&C Saatchi Mobile global chief executive James Hilton was in Sydney this morning to launch the internal mobile agency.

He said: “We can assist with both the strategic and tactical approach to making mobile and tablet an integral part of clients’ marketing strategy.

“The stats are staggering: More than 60% of Australians have a smart phone, putting Australia in the top three nations globally for smart phone penetration.

“Indeed, 38% of Australians use mobiles as their primary or exclusive means of accessing the web.

“Tablet usage in Australia is growing at an explosive rate with penetration set to be 39% by the end of the year, more than double what it was at the end of 2011.

“The average Australian smart phone user has 27 apps installed on their mobile device, 10 of which they’ve used in the last 10 days. Overall the average Australian mobile web user consumes a whopping 6.5 hours of media per day.”

M&C Saatchi worldwide chairman Tom Dery said the mobile space is experiencing “enormous marketing growth in Australia and M&C Saatchi Mobile will look to leverage the fantastic opportunities on offer for brand owners”.

“The launch of our mobile division follows M&C Saatchi’s move into public relations with the acquisition of Bang PR earlier this year, which in turn followed the launch of our sponsorship activation (M&C Saatchi Sport & Entertainment), branding design (Re), digital production (Make) and video & content production (Kite) businesses over the past three years.

“M&C Saatchi is a house with many front doors.”

The mobile division will sit within M&C Saatchi Australia Group.

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