Mubaloo has been acquired by IPG Mediabrands, paving the way for the latter to improve its mobile offering to clients, particularly in app development and the integration of internet of things technologies, such as location-tracking.
Mark Mason, chairman of Mubaloo, explained that it would also mean the firm’s resources could be extended to Ansible, the consumer mobile arm of Mediabrands.
“Mediabrands has witnessed the changes mobile and digital is having across all aspects of media, consumer behaviour and how businesses operate. In recent years, CIOs and CMOs have needed to work closely together to enable transformation both internally and externally,” he said.
“By bringing Mubaloo within the group of IPG Mediabrands companies, it is now able to offer the leading UX capabilities, specialism with complex backend systems and cross-platform development skills, that companies increasingly need.”
Results International acted as an advisor to Mubaloo. Results' managing partner, Keith Hunt said the deal also demonstrates how media buying groups are taking an ever wider view of the role they can play for their clients.
“As mobile becomes the primary way brands engage with their consumers, the media groups need to be able to assist them not just with mobile media but with all aspects of their mobile strategy,” he said.
“This acquisition, together with Ansible, will enable Mediabrands to assists its clients with very strategic mobile-led digital transformation projects, which go way beyond media buying. This trend of the media buying groups expanding the range of services they offer, and developing a much more comprehensive offering for their clients, is one we expect to drive more deal activity in 2016.”
Sarah Weller and Gemma Coles will remain as managing directors at Mubaloo.