Mindshare & Google launch Mobile Garage

MUMBAI: Mindshare and Google are jointly launching ‘Mobile Garage‘, a venture that will let the agency network use Google‘s mobile expertise to supercharge the use of mobile for its global client base.

To start with, Mobile Garage will see setting up mobile hubs in New York, London and Singapore where Mindshare clients will get access to mobile strategists and product experts.

The hubs, which will consist of a mix of Mindshare and Google employees, will work across all aspects of the mobile eco-system like search optimisation, app development, strategy, planning and creative optimisation.

The new venture aims to give Mindshare clients an advantage in the race to harness the growing global trend of mobile device usage. Mobile search traffic has increased 400 per cent over the past two years and will continue to grow. 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.

Additionally, the venture will also give Mindshare clients competitive advantage in emerging markets, with Kleiner Perkins Caufield Byers‘ (KPCB) Mary Meeker recently showing that mobile internet usage had surpassed desktop internet usage in India.

Mindshare Worldwide CEO Nick Emery 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."

Google VP sales and operations Northern and Central Europe Matt Brittin 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.

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