Meredith Acquires Hyperfactory

Gail Chiasson, North American Editor

Women’s magazine publisher Meredith Corp. has acquired The Hyperfactory, a company specializing in mobile marketing, which is being incorporated into Meredith Integrated Marketing.

After buying 20% of the company last year, the latest deal gives Meredith 100% ownership of the mobile marketer, which has offices in New York, Los Angeles, Chicago, Hong Kong, Sydney, Auckland, and Hyderabad, India.

The two companies had major ad clients in common, including Coca-Cola, L’Oreal, Disney, and Kraft, even before Meredith took its original stake in the mobile marketer.

Meredith and The Hyperfactory recently launched a new iPad app for Kraft called ‘Big Fork Little Fork’, which gives parents age-appropriate recipes and menu suggestions for the different stages of childhood. The companies have also collaborated on mobile sites for Better Homes and Gardens, Parents, and Fitness.

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