Mediabrands buys mobile marketing firm Mnet

Interpublic’s media agency group Mediabrands Australia has today announced the acquisition of mobile marketing firm Mnet Group Limited.

Mnet is a specialist mobile marketing business which has developed mobile and tablet apps for companies like Fox Sports, Virgin Australia and the Australian Open.

Henry Tajer, executive chairman of Mediabrands, said the acquisition would help the group better integrate mobile solutions into its offerings across the company’s various media agencies.

“It’s the natural next step for us at Mediabrands, having mobile capability is in our view the last piece to our puzzle,” he said.

“We have a very, very aligned view on mobile being probably the most significant impact on the broader marketing sector, and having the skills and capabilities to be able to offer our clients mobile marketing solutions is critical to maintaining relevance.”

The company employs more than 40 people in Los Angeles, Melbourne and Sydney.

Mnet’s management, including CEO Robert Humphreys, will remain in place.

Mediabrands would not comment on the price paid for Mnet.

Nic Christensen


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