| Flytxt enables brands to run mobile ads in-house |
| Wednesday, 28 January 2004 | |
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New Media Age 29th January 2004 - Mobile marketing agency Flytxt has unveiled a new strategy to give brands and media owners the technology to run mobile marketing campaigns in-house. The first client announced as adopting the new Flytxt Direct offering is Publisher Macmillan. Two further major clients are to be announced shortly. While several firms have targeted companies with in-house mobile marketing systems, the launch of this strategy id a departure for Flytxt, which has to date operated mainly along an agency model.According to CEO Lars Becker, the company made the move believing that big brands and media owners have become sufficiently mobile-savvy to run campaigns in-house. "We've experimented for a while and late in 2003 tried with a few clients," he said. "We didn't see the need for this before but the sophistication of clients has increased so much that they increasingly take the initiative to run their campaigns in-house." Becker thinks this trend will grow in the entertainment and media sector but said other markets will still require Flytxt's services. "There'll be a diminishing role for pure agencies, but sectors such as retail and automotive have less of a record for taking things in-house," he said. "This trend also means if you're not also a technical company, it's bad news." "This vindicates the position we've held for 18 months," said Brainstorm CEO Craig Massey. "Many clients prefer to control their mobile campaigns and always resented paying high creative fees from 'specialist' agencies. Flytxt also believes such a split structure is necessary as firms will still need outside expertise when adopting next-generation technology like MMS and video. © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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