MANILA – In a move to strengthen its mobile advertising presence in the Philippines, Globe Telecom’s Entertainment Gateway Group (EGG), the telco’s wholly-owned subsidiary recently announced a strategic partnership with Mobext, the first pure-play mobile marketing agency in the Philippines offering specialized end-to-end mobile solutions to the country’s leading brands.
With a 300% growth in smartphone sales and high social media and SMS penetration during the previous year, EGG is at the forefront of helping local brands engage in mobile as a marketing channel for businesses and consumers alike.
“We are on a mission to enhance mobile advertising in the Philippines to better serve millions of telco subscribers. We try to achieve this by bringing innovative solutions to the market that are less invasive and more intuitive, thereby turning advertising into a contextual service rather than a perpetual interruption. Our partnership with Mobext is a strong signal of our commitment to create wonderful experiences for the sponsors and end-users of mobile advertising content. We also believe that the strong focus on strategy and creative of Mobext align well with our core competencies in hyper-targeted reach and product innovation. Clients in the Philippines can now truly expect an end-to-end mobile advertising experience from EGG and Mobext,” said Bela Gupta D’Souza, Director of Mobile Advertising for Entertainment Gateway Group, in a press release.
With this partnership, EGG and Mobext will collaborate on joint encounter with brands, new product development and research as well as thought leadership and marketing events aimed at increasing the share of digital and mobile ad spend amongst brands and media agencies in the Philippines.
“We are very excited to collaborate with Globe Telecom’s Entertainment Gateway Group (EGG) in bringing more mobile solutions to the country, not just for brands but for consumers as well. With EGG’s rich data and consumer insights and Mobext’s solid experience in helping businesses integrate mobile in their strategy, this partnership can help brands realize the full potential of mobile marketing, which is creating more relevant and personal connections to everyone with the use of their mobile devices,” said Arthur Policarpio, Head of Mobext Asia-Pacific.
“We will work together to make it easier for brands to implement a mobile strategy, provide them with an array of innovative tools they can use, and guide them so they can achieve results that can directly affect their business,” he added.
EGG was able to engage over 50 of the country’s leading brands including Zalora, Toy Kingdom, Watsons, Clinique, CATS Motors, Inc., Mercedes-Benz Philippines & Chrysler Philippines on mobile advertising campaigns.
Earlier this year, EGG has pioneered the country’s first-ever mobile advertising service that allows small and medium scale enterprises and established brands to reach their customers based on their real-time location using SMS and USSD messages to drive immediate footfall.
Mobext was launched in 2007 as the mobile advertising network of Havas Digital (now Havas Media), and was brought to the Philippines in early 2012. Currently, it has more than 24 offices in key cities around the globe, making it the largest mobile marketing agency network in the world, with leading local clients including McDonald’s Philippines, SSI, Petron, San Miguel Pure Foods, and Shakey’s.
For information about the strategic partnership of EGG and Mobext, contact Jean Agor at zjgagor@globe.com.ph. To schedule a joint meeting with Globe and Mobext to explore mobile advertising solutions for your business, contact Aaron Carreon at zabcarreon@globe.com.ph
