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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in