CANNES: Mindshare, the global media network, and Google have launched ‘Mobile Garage’ a unique venture designed to use Google’s best in class mobile expertise to supercharge the use of mobile by Minshare’s global client base.
'Mobile Garage' will see the setting up of mobile hubs around the globe – initially New York, London and Singapore – where Mindshare clients will gain access via dedicated teams to mobile strategists and product experts. The hubs will consist of a mix of Mindshare and Google employees and will work across all aspects of the mobile eco‐system, from search optimisation and app development, to strategy, planning and creative optimisation.
'Mobile Garage' will give Mindshare clients a unique advantage in the race to harness the growing global trend of mobile device uage. Mobile search traffic has increased 400 percent over the past 2 years, and its potential goes even further. The GSMA, the industry body for mobile operators, and research company Machina, predict, there will be 24 billion connected devices by 2020 creating an industry worth $4.5 trillion and covering innovations such as connected cars, building automation and traffic management. In addition, the venture will also give Mindshare clients competitive advantage in emerging markets, with KPCB’s Mary Meeker recently showing that mobile internet usage had surpassed desktop internet usage in India.
Nick Emery, CEO Mindshare Worldwide, said, “We designed Mindshare to be open source and to work with the best partners for the benefit of our clients. It’s about trial, experimentation and speed to re‐design our business. Working with Google on mobile will give our clients a competitive advantage in a key battleground both now and for the future.”
Matt Brittin, VP, sales and operations, Northern and Central Europe, Google, said, "We have adopted a 'mobile first' philosophy at Google to keep pace with the rapid acceleration in consumer mobile usage. We are delighted to team up with Mindshare on a similar strategy for their clients. Mindshare have already shown strong momentum in the mobile marketing space, and have a great opportunity to lead their clients to win on mobile in the future."
'Mobile Garage' will complement Mindshare's existing relationship with WPP's mobile agencies Joule and H-Art.