Publicis Groupe acquires mobile agency Monterosa

PublicisPublicis Groupe has acquired global mobile agency Monterosa. The agency will report into Bartle Bogle Hegarty.

The move follows Publicis Groupe’s expansion into the mobile advertising market with its acquisition of Phonevalley in 2007. Like Phonevalley, Monterosa is exclusively committed to mobile marketing and communications.

Founded in 2009 by four Swedes – Johan Hemminger , Johan Ståhle, Anton Holmquist and Carl Norberg – Monterosa has offices in New York, Singapore and is headquartered in Stockholm. The agency’s 30-strong team works with some of the world’s biggest brands, including Carlsberg, Google, Mercedes Benz , Samsung and Vodafone. Award-winning work has included Mini Cooper’s ‘Getaway’ campaign (2011) and a number of global apps such as Buick Encore’s ‘Hide and Seek’ in China,  Lufthansa’s ‘Anywake’ in Scandinavia, AT&T’s ‘Daybreak’ in the US and the Pan-Asian Axe ‘Dare’ app for Unilever.

Monterosa will keep its name and the agency will work with its own clients as well as other advertising agency partners throughout BBH and Publicis Groupe. Carl Norberg , a co-founder of Monterosa, will continue to manage the agency and will report to BBH Group’s CEO, Gwyn Jones .

“The ubiquity and intimacy of smartphones make mobile campaigns an entirely new way to communicate with consumers,” said Gwyn Jones , CEO of BBH Group. “Mobile ads can be uniquely useful and pertinent – but they can also be perceived by consumers as disruptive. It’s vital that we help our clients develop campaigns that are not just technically seamless, but also friendly and relevant. We’ve been working with Monterosa for 18 months now. They have a great team, and a culture and approach that fit well with ours. We’re very excited about the potential for this strategically important move.”

France, Paris & Sweden, Stockholm

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