BBH starts to spend Publicis Groupe dividend with purchase of Swedish mobile outfit Monterosa

One of the intriguing issues of the next couple of years will be BBH’s fortunes under full Publicis Groupe ownership and one advantage should be the ability to expand its offer internationally.

So new rich godfather Maurice Levy has provided the agency with a nice Christmas present in the form of Swedish mobile agency Monterosa, bought with PG money but reporting into BBH.

Monterosa was founded in 2009 by Johan Hemminger, Johan Stahle, Anton Holmquist and Carl Norberg and now has offices in New York and Singapore as well as HQ in Stockholm. It employs 30 people (so plenty of room to expand with three offices) and has worked for clients including Carlsberg, Google, Mercedes, Samsung and Vodafone.

BBH CEO Gwyn Jones (left) says:The ubiquity and intimacy of smartphones make mobile campaigns an entirely new way to communicate with consumers. Mobile ads can be uniquely useful and pertinent – but they can also be perceived by consumers as disruptive. It’s vital that we help our clients develop campaigns that are not just technically seamless, but also friendly and relevant.”

BBH says it’s been working with Monterosa for 18 months. Mobile advertising is worth about $6bn worldwide at the moment and tipped to quadruple in value over the next few years.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.