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

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

I feel bad for them. It's a shame they are closed now. What do you think about it?

Lisa Deleon

Dick Smith stores set to all close by 30 April

Read more

Latest Podcast

More podcasts

Sign in