GroupM, Celltick to forge alliance in APAC


MUMBAI: Celltick, the pioneers of interactive idle screen mobile media, announced an alliance with GroupM, the leading global media investment management operation. GroupM serves as the parent company to WPP media agencies including MAXUS, MediaCom, Mediaedge:cia and MindShare. The regional cooperation agreement for the Asia Pacific region will see them develop a joint mobile advertising proposition.

Under the agreement, GroupM will be actively promoted as Celltick’s media partner for managed service contracts, in which Celltick manages content and advertising on the idle screen. GroupM is now the preferred media partner for advertising inventory on operator platforms served by Celltick’s LiveScreen Media. In return, GroupM will present Celltick’s LiveScreen Media as its preferred idle screen advertising solution for mobile operators and promote it as an advertising channel to media agencies in the region.

The alliance will assist both parties to expand and secure market share in this rapidly growing sector across Asia-Pacific, in which Celltick has been running successful mobile advertising campaigns over the past year.

GroupM Asia Pacific technology development director Emmanuel Allix said, “Mobile is set to be the next growing channel for advertising and it is an important area of focus for us. As Mobile becomes a strategic direction for our company, GroupM is forging a series of alliances in the Mobile space to provide new opportunities to our clients and thus we are thrilled to embark into this cooperation with Celltick. We recognise that Celltick’s LiveScreen Media is a mobile advertising platform that our advertisers can use to achieve targeted mass reach on the mobile phone and we plan to exploit this opportunity on behalf of our clients.”

Celltick CEO Stephen Dunford said, “GroupM has a major presence in the APAC region and its client roster includes many of the world’s largest brands. Through this partnership and others, we are working to create an ecosystem where mobile advertising can grow to reach critical mass.”

The formal cooperation agreement between Celltick and GroupM has been developed for the entire Asia Pacific region – covering Singapore, Malaysia, Thailand, Korea, China, Philippines, Hong Kong, Australia, Taiwan, Japan, India, Vietnam and Indonesia. Other territories may also be added to this list based on mutual agreement.