Mumsnet, the UK's largest network for parenting, has outlined plans to invest in suite of new mobile products and services in a bid to attract new users.
It has appointed DigitasLBi as its partner agency to guide it through the three-year strategy.
The agency was picked following a competitive pitch against three, unnamed contenders and will work with Mumsnet to test a number of different approaches to mobile development, including developing apps in-house, white-labelled and partnerships.
The first product of the account is to launch later this year.
Justine Roberts, Mumsnet chief executive said: “Mumsnet users are an incredibly diverse, articulate and funny lot, and we knew that we needed a partner agency that could be smart, flexible and creative, as well as bringing expertise in technology and strategy.
“Luckily, DigitasLBi had the qualities we were looking for, and we're looking forward to producing some game-changing mobile content with them.”
The deal is based on a performance-based element in line with DigitasLBi’s continued drive to find new ways of working with clients.