ASIA-PACIFIC – SINGAPORE, SEPTEMBER 10, 2012 – Mobile marketing brand Mobext launches in Singapore and Malaysia, according to Havas Media. Michael de Souza is the appointed General Manager of the newly-launched agency.
This expansion will leverage the strengths of sister agency MPG and Havas Digital siblings Media Contacts and Ecselis and their strong portfolio of clients like Resorts World Sentosa, DBS Bank, NTUC Fairprice, Abbott, to expand its business in the market.
Currently present in 19 markets globally, Mobext offers end-to-end, mobile marketing agency service to clients. The agency’s offering in Singapore will include messaging services like SMS and download; mobile internet services like WAP consulting and development, mobile display, mobile search; proximity based services including LBS and mapping. It will also offer integration through reporting and analytics by Havas Digital’s campaign management platform.
In addition, newly-appointed general manager de Souza brings a strong background in digital strategy with broad agency, ad network, media planning and content development experience. He joins the agency from global advertising network Buzzcity Pte Ltd, where he served as a VP for Media. During his 12 year career, he has managed cross-channel campaigns and developed content for brands including Coca-Cola, Nestlé, EAGames, Disney, Nike and MTN.
Commenting on the launch, Vishnu Mohan, CEO of Havas Media Asia Pacific said: “Singapore and Malaysia are strategically important markets for Havas Media and very advanced when it comes to mobile penetration and usage. We think that the time is just right for the launch of Mobext in the two markets. Our vision is to be the only pure-play mobile marketing agency network with truly regional scale across the entire Asia-Pacific, with strong mobile leaders in every major Asian market. This will allow us to work with the largest advertisers across the region for region-wide mobile marketing agency campaigns.”
On de Souza’s appointment, Arthur Policarpio, head of mobile in Mobext APAC, said: “We invest in people, and with Michael, we have a leader with years of experience in mobile who can provide our clients with expert advice in this field. We are likewise the largest mobile agency network in the world, with offices in 19 markets, allowing us to leverage significant international experience in mobile best practice.”
Gautam Dutt, managing director of Havas Digital Singapore and Malaysia, said: “We are confident that Mobext can bring best-in-class, truly global mobile marketing expertise into the local Singapore and Malaysia market. We are very excited to work closely with our current network of local clients in order to bring cutting edge mobile marketing that truly delivers outstanding business results.”
The launch of Mobext in Singapore follows the launch of the agency brand in Asia Pacific starting from India in the second quarter of 2011. This year in February, the media group acquired a majority stake in Snapworx Mobile Inc in the Philippines, following which the agency was rebranded as Mobext.
