Mubaloo, the pioneering Bristol app developer set up six years ago by city-based serial entrepreneur Mark Mason, has been acquired by London-based marketing agency IPG Mediabrands.
Mediabrands said the move would extend its full-service mobile service into the UK by combining Mubaloo’s talent and resources with its own specialist mobile division Ansible.
Mubaloo will continue as its own brand and continue to focus on driving mobile transformation through its partnerships with EE, IBM, Cisco and other leading technology firms.
Mr Mason was previously founder of Bristol specialist marketing agency Mason Zimbler and has created a number of other businesses in the city. Financial details of the deal have not been disclosed.
He said: “Over the past six years, Mubaloo has seen exceptional growth, helping clients dramatically improve their operations.
“As apps have come to dominate mobile usage, IPG Mediabrands identified the need to have the best consultancy, app design and development talent. By joining forces with them, Mubaloo is able to expand globally and offer mobile transformation to IPG Mediabrands’ prestigious client base.”
Mubaloo boasts more than 60 awards for outstanding work with clients.
New York Stock Exchange-listed IPG Mediabrands was founded by Interpublic Group in 2007 to manage all of its global media related assets. Today it manages and invests $37 bn (£25bn) in global media on the behalf of our clients, employs more than 8,500 marketing communication specialists worldwide and operates in more than 130 countries.
IPG Mediabrands chief digital officer for EMEA, Jason Carter, said: “We will retain and continue to invest in the Mubaloo brand, building on their strong credentials within the enterprise space. Additionally, we will harness Mubaloo’s expertise to supercharge Mediabrands’ full service mobile capabilities under the Ansible banner. Mediabrands has always excelled at media planning and buying and mobile is no exception, however adding Mubaloo to the mix means we can offer our our clients a full range of mobile services in addition to media.
“Mobile is clearly the future of communication and the biggest opportunity for marketers.
“However, we saw that consumers are way ahead of brands in this space and realised that we needed to assist our clients to move beyond just mobile media. This move helps them to develop all aspects of mobile marketing and fully leverage the opportunities that connected consumers represent.
“We want to ensure Mubaloo continues to thrive at what it does best: mobile consultancy, building great mobile experiences and developing innovative technologies. For this reason, we will operate two mobile brands in our network.”
Since its launch Mubaloo has created more than 240 apps with organisations worldwide including MTR Crossrail, London’s Air Ambulance, Aviva, Bang & Olufsen, Mitie, Eircom, Hargreaves Lansdown, William Hill, Unite Students, Alamy and Schroders.
In 2014 the firm was ranked third in the Deloitte Tech Fast 50 UK 2014 and 25th in EMEA. It was also recognised as the Most Innovative Company 2014 by NEF: The Innovation Institute.
Mubaloo’s London-based team will be moved into IPG Mediabrands’ offices to accelerate closer collaboration, while there are plans for Mediabrands to open new centres of excellence for mobile development and leadership globally, as well as new Ansible offices, all of which will offer full service mobile solutions.
Mr Mason is also a non-executive director of Business West, governor of UWE, executive chairman of Bristol-based R&D tax credit consultancy ForrestBrown and chairman of The South West Leadership Group for The Princes Trust.
Pictured: Mark Mason, left, with Jason Carter of IPG Mediabrands
