Publicis acquisition to bolster BBH's mobile work

Swedish mobile agency Monterosa is planning to open an office in London associated with BBH next year, following its acquisition by Publicis Groupe.

Swedish mobile agency Monterosa is planning to open an office in London associated with BBH next year, following its acquisition by Publicis Groupe.

Monterosa produced the third-most-awarded digital campaign of 2011, according to the Gunn Report. The effort, called “Mini Getaway,” gave iPhone users in Stockholm the chance to win a Mini Countryman by hunting for a virtual car.

Publicis said on Tuesday that it has acquired the agency, which will report to BBH. The sum it paid has not been disclosed.

“BBH was top of our list,” said Carl Norberg, the Monterosa partner who leads the agency's Singapore office. Norberg will report to Gywn Jones, BBH Group's CEO.

According to Norberg, there was serious interest from "three or four" potential groups, including venture capital and other advertising organizations, but BBH's creative credentials made Publicis the most attractive suitor.

BBH Singapore has worked with Monterosa on the pan-Asian “Dare” app for Unilever deodorant brand Axe, known as Lynx in the UK.

Norberg said London will be the next office for the agency, which started off in Stockholm in 2009 before opening in Singapore then New York.

The firm is not linked to Monterosa Productions, a UK company that is focused on mobile as a "second screen" to TV and has worked with MediaCom, Zeebox, New Look, and several TV broadcasters.

Jones, who was unavailable to comment on Tuesday about the London office plans, said in a statement that “the ubiquity and intimacy of smartphones make mobile campaigns an entirely new way to communicate with consumers.”

"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."

Monterosa's other three founding partners are Johan Hemminger, the chief executive of the Stockhom office, Johan Stahle, and Anton Holmquist.

This article originally appeared on the website of Campaign, the sister publication of PRWeek at Haymarket Media

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