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Y&R and Shazam announce strategic partnership to help advance the mobile activation of advertising

Y&R, the global advertising agency, and Shazam have announced a non-exclusive partnership that is aiming to help advance the mobile activation of advertising.

The partnership will also include UP, a branded content and TV production company.

Together, the three companies will work on Y&R client initiatives to deliver mobile activation experiences and solutions that drive ‘second-screen’ consumer interactions with brands.

“Smartphones are increasingly becoming essential to life — a perfect bridge between the digital and physical worlds. We get and give information on our phones. We plan, shop, share, watch, travel, using them,” said David Sable, Global CEO of Y&R.

“There are huge opportunities to drive greater engagement among consumers with the right content and the right activation. That is why it is key to have great partners, which we have found in Shazam and UP.”

Y&R’s current client base includes Campbell's Soup Company, Colgate-Palmolive, Danone, Virgin Atlantic, Xerox, Revlon, GAP, Land Rover, and Telefonica, amongst others. As a result of the deal, they will be able to use the Shazam for TV platform, which allows brands to quickly determine consumer interest in Shazam-enabled advertisements.

Rich Riley, CEO of Shazam added: “Our proprietary technology enables brands to extend their 30-second ad into several minutes of engagement on mobile devices. By working directly with the creative teams, original and innovative campaigns with the reach of television can be combined with the power of second-screen interactivity to create unforgettable experiences.”

The announcement comes following a $40m investment by America Movil in Shazam, which will help accelerate its expansion into television and the development of new products.

Full terms of the partnership have not yet been disclosed.