Dentsu launches dedicated mobile unit; inks deal with Storyful

Sarah Homewood
By Sarah Homewood | 28 October 2015

Dentsu Aegis, through its investment arm, Amplify, has inked a partnership with News Corp's Storyful, as well as launching a dedicated mobile unit and academy.

The mobile unit named Enjin, aims to facilitate the growth of mobile expenditures across Dentsu’s network.

Paul Brooks, managing director of group investment and partnerships at Amplifi, said Dentsu already has mobile capability within its agencies, but Enjin is about equipping the group to deliver a “best in market” offering for its clients.

“As our clients shift more into mobile media and marketing, we are focused on providing solutions that help brands scale and drive the right impact. Mobile advertising is set to grow exponentially and with Enjin, we are well equipped to help our clients in the mobile environment,” he said.

Dentsu also announced that its content arm, The Story Lab, will now tie-up with social verification service Storyful in order to provide its clients with access to licensed and culturally relevant content that can be integrated into clients’ social and content marketing campaigns.

Richard Chapman, managing director of Storylab said: “This is an exciting partnership for The Story Lab as it provides us with access to a proprietary technology to unearth quality user-generated content at scale. This content can then be utilised by brands across all broadcast, display and social platforms to drive engagement and results and is the perfect extension to our offering.”

Brooks has also appointed Simon Williams to the role of head of global and ANZ partnerships within Amplifi.

Williams has been with the Dentsu Aegis network for more than four and a half years. He moves from his current role as the head of strategy and product at Columbus Australia where he helped steer and diversify its product and strategic offering.

Matt Crook, CEO of Amplifi and performance, said: “Within Amplfi we strive to deliver next generation opportunities for our clients, our brands and our partners. We do this by redefining the communications landscape and reinventing how our group delivers within this. The work we are doing with the likes of Storyful and a range of future facing partnerships, as well as the appointment of Simon, are indicative of Amplifi’s focus on both unique industry collaboration as well as unique talent.”

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