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.

Read More:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Building e-motional connections with customers

The warm weather is upon us. It’s a time of year often associated with the blossoming of love and relationships, which has me thinking about how marketing has leaped forward in its ability to build emotional connections with customers.

What happens when the 'market' becomes a 'customer'?

One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”

3 Metrics to measure B2B content marketing ROI

Content marketing has become a key pillar for marketing departments of all sizes across the world. But how do you measure – and ultimately prove – the effectiveness of the time, money and energy spent on content marketing?

Customer Identity Management is becoming critical for enterprise companies looking to create meaningful interactions with their customers...

Michael Mitrakos

Customer identity management as a revenue driver for CMOs

Read more

Informative comments , I loved the info , Does anyone know if my assistant could get ahold of a blank 2011 IRS 8804 - Schedule A document...


Telstra unveils fresh digital content media services

Read more

So, the one thing I would say is .. the customer already has a voice, whether you wanted them to have one or not .. and they have a platf...

Paul Gilbert

Why digital strategy equals customer experience

Read more

Appliances online are doing a good job online, but they're still not giving customers a truly powerful online experience in my view. Wher...

Graham Howlett

Navigating the future of omni-channel retailing

Read more

For both businesses and marketers alike who want a digital marketing platform that supports data visualization, integrated analytics and ...


Adobe to bolster analytics capabilities of Marketing Cloud with Digital Analytix acquisition

Read more

Latest Podcast

More podcasts

Sign in