Mindshare and Google launch ground-breaking mobile initiative: Mobile Garage

22 June, 2012


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CANNES — Mindshare, the global media network, and Google have announced the launch of ‘Mobile Garage’ a unique venture designed to use Google’s best in class mobile expertise to supercharge the use of mobile by Mindshare’s global client base.

Mobile Garage will see the setting up of mobile hubs around the globe – initially New York, London and Singapore – where Mindshare clients will gain access via dedicated teams to mobile strategists and product experts. The hubs will consist of a mix of Mindshare and Google employees and will work across all aspects of the mobile eco-system, from search optimisation and app development, to strategy, planning and creative optimization.

Mobile Garage will give Mindshare clients a unique advantage in the race to harness the growing global trend of mobile device usage. Mobile search traffic has increased 400% over the past 2 years, and its potential goes even further. The GSMA, the industry body for mobile operators, and research company Machina, predict there will be 24 billion connected devices by 2020 creating an industry worth $4.5 trillion and covering innovations such as connected cars, building automation and traffic management. In addition the venture will also give Mindshare clients competitive advantage in emerging markets, with KPCB’s Mary Meeker recently showing that mobile internet usage had surpassed desktop internet usage in India.

Nick Emery, CEO Mindshare Worldwide said: ‘We designed Mindshare to be open source and to work with the best partners for the benefit of our clients. It’s about trial, experimentation and speed to re-design our business. Working with Google on mobile will give our clients a competitive advantage in a key battleground both now and for the future.’

Matt Brittin, VP, Sales and Operations, Northern and Central Europe at Google said: "We have adopted a 'mobile first' philosophy at Google to keep pace with the rapid acceleration in consumer mobile usage. We are delighted to team up with Mindshare on a similar strategy for their clients. Mindshare have already shown strong momentum in the mobile marketing space, and have a great opportunity to lead their clients to win on mobile in the future."

Mobile Garage will complement Mindshare's existing relationship with WPP's mobile agencies Joule and H-Art.


For further information please contact:
Helene Barrot – hbarrot@google.com  

ABOUT MINDSHARE
Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 113 offices in 82 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.

ABOUT GROUPM
GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.

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