If you told someone in the 1980s that South Korean brands would one day supersede many Western and Japanese competitors for innovation, brand management and profitability, they would have declared you insane. But that is exactly what has happened.
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 Online Advertising Expenditure Report, 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.
“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.