While this admittedly may not be a first, it is the first time that we’ve noticed a Canadian communications company actually buying a mobile marketing firm to add to its stable of offerings for advertisers.
Cossette, one of Canada’s largest communications firms, with offices in the U.S., U.K. and Shanghai, has acquired Mobilito technologies, a Montreal-based company specialized in mobile marketing solutions.
Malik Yacoubi, one of Mobilito’s founders, has been named vice-president of mobile marketing at Fjord Interactive Marketing + Technology, one of Cossette’s numerous companies and divisions that offer the firm’s ‘convergent communications’.
Mobilito has operated in the field of mobile marketing for over six years, with clients that include such names as Bell, Workopolis, Cyberpresse, and Mont Saint-Anne. It has also been nominated for the prestigious Webby Awards in the “Best Mobile Site” category for a media project, alongside CNN, Time and USA Today.
The acquisition of Mobilito technologies means that Cossette can strengthen its positioning in the digital industry. In a statement on the company’s website, Pierre Delagrave, president of Fjord says that the company recognizes that consumers no longer want to wait until they are at their computers to look something up, have fun, share on social media or buy a product.
“iPhones, iPads, BlackBerrys and Android occupy an increasingly large place in the lives of consumers and this acquisition is part of that same trend,” says Delagrave.
Mobilito technology allows the easy and fluid adaptation of client and brand content for the multiple technological interfaces that exist for the various mobile devices in today’s market (netbooks, all brands of cell phones, smartphones, etc.).
Lionel Pardin, vice-president and director general of Fjord says, “Geolocation, mobile business and mobile socialization mean that the brands that we represent can support and improve their commitment to consumers.”
“Cossette already has many interactive achievements under its belt and it is my intention to place mobility at the heart of the communication and electronic business strategies,” says Yacoubi