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Globe’s EGG enters partnership with Mobext

Globe Telecom’s Entertainment Gateway Group (EGG) has entered a strategic partnership with Havas’ Mobext to collaborate on campaigns, new product development and research.

With the creative muscle of the first pure-play mobile marketing agency in the Philippines, Bela Gupta D’Souza (pictured), director of mobile advertising for EGG, said that clients in the Philippines can now expect an end-to-end mobile advertising experience from the duo.

“We are on a mission to enhance mobile advertising in the Philippines to better serve millions of telco subscribers. We try to achieve this by bringing innovative solutions to the market that are less invasive and more intuitive, thereby turning advertising into a contextual service rather than a perpetual interruption.”,” said Bela Gupta D’Souza, director of mobile advertising for EGG.

Earlier this year, EGG has pioneered the country’s first-ever mobile advertising service that allows small and medium scale enterprises and established brands to reach their customers based on their real-time location using SMS and USSD messages to drive immediate footfall.

So far, the company has worked with over 50 of the country’s leading brands including Zalora, Toy Kingdom, Watsons, Clinique, CATS Motors, Inc., Mercedes-Benz Philippines & Chrysler Philippines on mobile advertising campaigns.

EGG and Mobext is also planning not just to grow their respective business but become advocates of mobile. In a statement, the partners are aiming to spur thought leadership and start marketing events “aimed at increasing the share of digital and mobile ad spend amongst brands and media agencies in the Philippines.”

Arthur Policarpio, head of Mobext Asia-Pacific, says that the partnership helps make mobile marketing more approachable for brands who have yet to take the mobile leap.

“With EGG’s rich data and consumer insights and Mobext’s solid experience in helping businesses integrate mobile in their strategy, this partnership can help brands realize the full potential of mobile marketing, which is creating more relevant and personal connections to everyone with the use of their mobile devices

Mobext was launched in 2007 as the mobile advertising network of Havas Digital (now Havas Media), and was brought to the Philippines in early 2012. Its local clients include McDonald’s Philippines, SSI, Petron, San Miguel Pure Foods, and Shakey’s.

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