THE PHILIPPINES, JANUARY 18, 2012: Havas Media has inked a deal with independent digital agency Snapworx Inc. that gives the global network a majority stake in Snapworx’s mobile marketing arm, Snapworx Mobile Inc.
Following the acquisition, Snapworx Mobile will be rebranded as Mobext, the global mobile marketing brand under Havas Digital. This move also ups Havas Media’s presence in the Philippines to three agencies, adding to MPG and Media Contacts.
“The Philippines is a very interesting mobile market,” says Anthony Rhind, CEO of Havas Digital, Havas Media’s global interactive network. “Social and web by definition here is, to some extent, mobile. Almost everybody here has a mobile phone or two,” Rhind notes further on his insights on the local mobile market.
“For the last few months, we’ve been speaking with the Snapworx team trying to work out whether or not we’re a good fit. And it seems that they have the same vision and they’re very excited about the opportunity here in the Philippines,” Rhind said about this new partnership.
Snapworx was founded in 2002, and works chiefly on mobile, social and search marketing platforms. Their client portfolio include Procter & Gamble, San Miguel Food Group, the SM Group of Companies, PLDT, Tupperware, and Wyeth.
Arthur Policarpio, the current CEO of Snapworx and former president of the Internet and Mobile Marketing Association of the Philippines (IMMAP), the country’s premiere association for internet and mobile marketing, will head the re-branded Mobext. Jeremy Obial, Snapworx co-founder and chief technology officer, will join Policarpio in Mobext’s management team.
“We are pleased to be a part of the Havas Media family. The group has both strong local operations and a solid global footprint. We are looking forward to further enhancing the group’s strength and expertise through our extensive experience in the Philippines market,” said Policarpio.
Rhind added, “Snapworx has some extremely sophisticated platforms for mobile marketing and a very impressive list of clients. It is a wonderful addition to Havas Digital’s agencies and we see a great cultural fit with them.”
Mobext was first launched in 2007 and is currently operating in 11 markets worldwide. The brand opened in India in May 2011, and is set to establish offices in three more markets this year.
