Mumbai : IPG Mediabrands has launched its global full service mobile marketing company, Ansible, in India. Anjali Hegde, the former chief executive of Reprise Media, the second digital agency of IPG Mediabrands, has been appointed CEO of Ansible India.
The services of Ansible India will include mobile strategy, mobile media planning and buying, mobile marketing and analytics, creative, technology and enterprise solutions.
Headquartered in New York, Ansible came into existence in 2007 starting with operations across North America. To rapidly grow Mediabrands’ mobile footprint, in 2013 Mediabrands acquired mobile solutions agency Mnet in Australia and in early 2016 acquired Mubaloo in the UK.
Ansible’s global footprint now includes 18 offices across 11 counties, with each providing the full breadth of mobile capabilities; extending from media, sites and apps into mobile commerce, mobile content, and broader technologies such as wearables, beacons, connected cars, augmented reality and virtual reality.
Leading the way in all of these facets of mobile marketing, Ansible is now the world’s most awarded mobile agency network, boasting 68 awards in the last 18 months.
While IPG Mediabrands India always had mobile marketing capabilities, joining the global Ansible network gives Indian clients immediate exposure to the most cutting edge global technologies, tools, expertise and research.
Specifically, Ansible India’s clients will enjoy access to global publisher rate cards, exclusive technology partnerships, proprietary mobile media planning tools, and patented technologies such as ‘HARK’, which is the technology that powers “Kia Game On” tennis – an Ansible mobile app campaign that won ‘Best In Show’ and three other awards at the 2014 Mobile Marketing Association APAC Awards and ‘Most Innovative App’ and ‘Best Mobile Marketing’ at the 2015 Mobile World Congress in Barcelona.
Mobile is the medium of the future and walks seamlessly across all stages of the consumer purchase cycle and beyond – driving advocacy and loyalty. In India, the clear focus would be media++, whereby the agency would offer the complete gamut of execution and design capabilities.
Travis Johnson, Global President of Ansible, commented, “Mobile is the most personal media channel – statistically it’s no more than a metre from you for 90% of your day. As such, Indian consumers have high expectations and will quickly reject brands with poor mobile experiences. Ansible India is created to provide end-to-end mobile capabilities to optimise the entire user experience and ensure our clients are ahead of their competition. It’s not just about mobile media, it’s about optimizing the creative, mobile site, app and every element that will soon include wearables and in-car experiences. We are thrilled to enhance IPG Mediabrands India with this breadth of expertise.”
In India, Ansible would operate out of Gurgaon, Mumbai and Bengaluru offices of Interactive Avenues and is currently in the process of building the teams. “We had been watching the mobile space with great interest. It was evident that in order to create great brand experiences on mobile, we need to have top class tech and development skills of scale. Today, Ansible is perfectly poised to provide the best of media and the best of technology solutions on mobile to brands in India,” said Hegde.