DT acquires Millepede to broaden mobile marketing and engagement offer

Deal will see Millepede retain its brand, but allows the two organisations to collaborate on mobile sites and apps

Melbourne-based creative agency, DT, has acquired mobile and gaming specialist, Millepede, in a bid to broaden its mobile engagement offering to marketers.

As part of the deal, Millepede will retain its brand but its team will move into DT’s offices to allow the two agencies to better partner on large-scale projects, the companies said in a statement. Millepede launched in 2005 and has produced mobile sites and apps for Telstra, KPMG, BMW and NAB.

DT managing director, Brian Vella, said the acquisition was part of a strategy to “expand the agency’s capability in the mobile and enterprise market”. He added the two agencies were a great cultural fit and shares strong views on the need for creative technology in brand engagement.

“We’ve recently had great success with apps ranked number one in the Apple and Google Play stores, demonstrating the talent already in our business and what we’re capable of,” Vella said. “The acquisition allows us to strengthen our offer even further.”

The purchase is reflective of growing industry demand for more innovative and creative mobile solutions to take advantage of massive consumer and business uptake of mobile device technology.

According to the latest Interactive Advertising Bureau (IAB) Australia and PricewaterhouseCoopers <i>Online Advertising Expenditure Report</i>, mobile advertising represented 21.5 per cent of total digital display revenue during the first quarter of the year, yet other industry figures suggest more strategic and innovative uses of mobile for marketing and engagement remain low.

This is despite the fact that mobile is fast becoming the primary device of communication, digital and social interaction for consumers.

Related: Mobile marketing is about content and engagement, not advertising

“We are seeing huge potential in enterprise mobile platforms,” commented Millepede’s co-director and former Tigerspike Melbourne general manager, Zac Jacobs. “Uniting the Millepede creative magic and mobile development expertise with DT’s enterprise platform experience will create a unique offer in the market.”

Millepede’s founding director, Wil Monte, added the deal also give the company stronger financial backing needed to pursue an aggressive growth strategy.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in