Havas Media Expands Mobext Across Asia

Havas Media has launched its mobile marketing brand Mobext in Singapore and Malaysia, appointing Michael de Souza (pictured) as general manager.

Mobext Singapore and Malaysia will work closely with sister agency MPG and Havas Digital siblings Media Contacts and Ecselis, as well as their clients such as Resorts World Sentosa, DBS Bank, NTUC Fairprice and Abbott.

The agency's offering in Singapore will include messaging services like sms and download; mobile internet services like WAP consulting and development, mobile display, mobile search; proximity-based services including LBS and mapping. It will also offer integration through reporting and analytics by Havas Digital's campaign management platform.

Mobext is currently present in 19 markets globally, offering end-to-end mobile marketing agency service to clients.

De Souza joins the agency from global advertising network Buzzcity, where he served as a VP for media. He is based in Singapore and reports directly to Gautnam Dutt, managing director of Havas Digital, Singapore and Malaysia.

Commenting on the launch, Vishnu Mohan, CEO of Havas Media Asia Pacific, said that these two markets are "strategically important" for Havas Media and advanced in mobile penetration and usage.

"Our vision is to be the only pure-play mobile marketing agency network with truly regional scale across the entire Asia-Pacific, with strong mobile leaders in every major Asian market."

Mohan added that this was aimed at allowing the agency to work with the largest advertisers across the region for regional mobile marketing agency campaigns.

Mobext first launched in Asia Pacific with the India office last year, followed by the Phillippines with the acquisition of a majority stake in Snapworx Mobile, following which the agency was rebranded as Mobext.