MPG launches mobile marketing arm Mobext in India

MPG, the flagship brand of Havas Media, has announced the launch of mobile marketing brand Mobext in Asia with India being chosen one of the first markets for the roll out.  Within this year, the brand is slated to be launched in China, Indonesia and Philippines. Mobext, a network brand of Havas Media specialising in Mobile Marketing, is currently present in eight markets globally. The new brand is expected to strengthen the digital offerings of Havas Media, which currently has a strong digital media agency brand in Media Contacts.

Commenting on the launch of Mobext, Vishnu Mohan, chief executive officer, MPG and Havas Media, Asia Pacific said: “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 and we want to ensure that as a media agency we are not neglecting such an important medium and one that will gain even more prominence in the future. 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. What better market to launch than India, which has whopping 790 million mobile users currently and is also a key market for the group in Asia Pacific region.”

On their future plans, he added, “Mobile offers advertisers an interesting media to reach their audience on a more engaged basis and the launch of Mobext will fulfil this need. We are looking launch the brand in China, Indonesia and Philippines within the year and will look at both greenfield as well as partnership entry strategies.”
The agency has made senior appointments as part of the launch with Arnav Neel Ghosh appointed as the general manager for South Asia. The team in India, which brings substantial mobile marketing experience, is likely to be expanded in the next few months.

Anita Nayyar, chief executive officer, MPG and Havas Media, South Asia, said, "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.”

Mobext will offer comprehensive services which includes 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.

Ghosh was most recently the executive vice-president of Digital at Iris Nation and has previously worked in senior roles at Publicis Modem and Active Media Technology, a UK based mobile marketing company. Ashutosh was most recently the associate director of mobile marketing at ACL Wireless and has had stints at Mobile2Win and ConnectTurf.