Publicis Takes Euro Trip, Acquires Phonevalley


mobiletv.jpgPublicis Groupe is looking to expand its business into the mobile market with its recent purchase of a European mobile shop named Phonevalley.

The company, based in Paris, was established in 2000 and handles both creative and media buying for over 1,000 campaigns for major clients such as Palmolive and Paramount in five European markets. The campaigns include running banners, text messaging and text ads on mobile sites and creating mobile applications.

Phonevalley will be the mobile division of Publicis Groupe Media which is also made up of ZenithOptimedia and StarcomMediavest Group. The terms of the acquisition have not been disclosed.

Founder of Phonevalley Alexandre Mars will be head of mobile for Publicis Groupe Media in Europe. He stated, “Digital is not only the Web. It’s now the Web plus mobile.”

ZenithOptimedia projects that worldwide mobile ad revenue will increase from $871 million in 2006 to $1.4 billion in 2007. This is another in many acquisitions of mobile shops worldwide, in the anticipation of an explosion of this burgeoning market. The company is looking to expand into Asia and the U.S. as well.

Last December Publicis paid $1.3 billion for Digitas, adding Business Interactif this past June.


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