London-listed media provider Aegis acquires Austria’s IQ mobile

Mobile advertising

British media and digital services provider Aegis Group plc (LON:AGS) said on Tuesday it had expanded its mobile operations with the purchase of Austrian mobile agency IQ mobile GmbH.

The buyer did not give information on the value of the deal.

The acquired business, which was founded in 2006 and is based in Vienna, focuses on mobile advertising and mobile marketing. It has put together more than 600 campaigns for some 250 clients, including L’Oreal (EPA:OR), IKEA, Nokia Oyj (HEL:NOK1V), BMW AG (ETR:BMW) and Microsoft Corp (NASDAQ:MSFT), and is considered to be the leading mobile specialist in Germany, Austria and Switzerland as well as in central and southeastern Europe, Aegis said.

The acquisition serves the buyer’s strategy to enhance its digital capability. With the move, the company will bolster its mobile business in Austria and across central and eastern Europe and will be able to deliver full service digital solutions to clients, the buyer said. It added that it expects to benefit from the development of Austria’s mobile marketing industry, which grew by over 100% in each of the last two years.

Aegis has two operating businesses: media and digital communications specialist Aegis Media, which on its part includes Carat, Vizeum, Posterscope, Isobar and iProspect, and Aztec, the group’s scan-based market and consumer insights business.

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