MPG launches mobile marketing arm MOBEXT in Asia-Pacific

Mobext will offer comprehensive services, which include messaging services like sms and downloads, mobile internet services like WAP consulting and development, mobile display, mobile search, and proximity-based services, including LBS and mapping.

MPG, the brand from Havas Media, has launched the mobile marketing brand Mobext, in Asia.

Currently present in eight markets globally, Mobext is expected to strengthen the digital offerings of Havas Media, which currently has a digital media agency brand in Media Contacts.

India has been chosen as one of the first markets for the roll-out. Within this year, the brand is also slated to be launched in China, Indonesia and Philippines.

Mobext will offer comprehensive services, which includes messaging services like sms and downloads, mobile internet services like WAP consulting and development, mobile display, mobile search, and proximity-based services, including LBS and mapping. It will also offer integration through reporting and analytics by Havas Digital's campaign management platform.

Currently, the network agency handles a host of clients including Nike, Coca-Cola, McDonald's, Fanta, Kia, Volvo, BMW , Peugeot, Citroen, BNP Paribas, Credit Suisse, BBC, Dell, and Sears, to mention a few.

Commenting on the launch of Mobext, Vishnu Mohan, chief executive officer, MPG and Havas Media, Asia-Pacific says, "Asia presents an enormous potential in the mobile space with high levels of penetration, installed base and growth rates. All our clients have needs in this space. We want to ensure that as a media agency, we are not neglecting such an important medium, one that will gain even more prominence in the future. The Mobext brand has been doing very well in other markets, and we have been waiting for the right time and the right people to launch it in Asia."

Mohan further adds, "Mobiles offer advertisers an interesting medium to reach their audience on a more engaging basis, and the launch of Mobext will fulfil this need."

Meanwhile, Arnav Neel Ghosh has been appointed as the general manager and head, Mobext, Havas Media, India and South Asia. Ghosh's mandate will include working closely with existing clients of the group by offering relevant and targetted mobile marketing solutions. He has also been charged with acquiring new clients and building in-house capability in creative, production and application development. He joins in from Iris Nation where he was executive vice-president, and the founding member of the digital team.

Ghosh, who has 15 years of experience in digital, has also worked with Publicis Modem, Active Media Technology, and ACL Wireless, and has had stints at Mobile2Win and ConnectTurf. His achievements include pitching and winning the digital business of blue chip brands like MTS, Centum University, Sony Ericsson, Nescafe and Coca-Cola.

In another development, Ashutosh V Shrivastava has been appointed as the business director, Mobext, Havas Media, India and South Asia.

Srivastava has worked for mobile marketing companies like ACL Wireless and Mobile2Win for brands like Indigo Nation, Wrigley, American Express and OralB. He was initiated into the world of mobile marketing through ConnectTurf, a mobile operation of Euro RSCG in India. His experience also includes stints at ICICI Bank, Zee Telefilms and UTV.

Anita Nayyar, chief executive officer, MPG and Havas Media, South Asia, says, "We want to be ahead of the curve in tapping the medium of the future. Mobile marketing is gathering steam and it is the right time for us to offer specialised mobile marketing expertise to help our clients leverage this platform. Investments in mobile will pay off in the long run. In Ghosh and Srivastava, we have identified the right candidates to take charge of Mobext. Ghosh's experience in successfully launching and managing agencies will be valuable for us while Srivastava's hands-on experience with cutting edge mobile campaigns will be a real asset for our clients."