Mindshare and Google launch Mobile Garage

The mobile initiative will work across all aspects of the mobile eco-system, from search optimisation and app development, to strategy, planning and creative optimisation.

Mindshare and Google have announced the launch of Mobile Garage, a venture designed to use Google's mobile expertise to supercharge the use of mobile by Mindshare's global client base.

Mobile Garage will see the setting up of mobile hubs around the globe - initially New York, London and Singapore - where Mindshare clients will gain access via dedicated teams to mobile strategists and product experts. The hubs will consist of a mix of Mindshare and Google employees and will work across all aspects of the mobile eco-system, from search optimisation and app development, to strategy, planning and creative optimisation.

Commenting on the launch of Mobile Garage, Nick Emery, CEO, Mindshare Worldwide, says, "We designed Mindshare to be an open source and to work with the best partners for the benefit of our clients. It's about trial, experimentation and speed to re-design our business. Working with Google on mobile will give our clients a competitive advantage in a key battleground, both now and for the future."

Mobile Garage aims to give Mindshare clients a unique advantage in the race to harness the growing global trend of mobile device usage.

Matt Brittin, vice-president, sales and operations, Northern and Central Europe at Google, adds, "We have adopted a 'mobile first' philosophy at Google to keep pace with the rapid acceleration in consumer mobile usage. We are delighted to team up with Mindshare on a similar strategy for its clients. Mindshare has already shown strong momentum in the mobile marketing space and has a great opportunity to lead its clients to win on mobile in the future."

Mobile Garage will complement Mindshare's existing relationship with WPP's mobile agencies, Joule and H-Art.