// Building our footprint one step at a time
As Mobile becomes an ever more important part of their communications mix, our Clients are increasingly asking for solutions in two key areas.
First: how can we help them scale their investment across borders, whilst retaining the depth of market knowledge and the sensitivity of approach required by such a high–touch, “local” channel?
And second: given the primacy of Mobile in “emerging” regions such as Africa (where literacy levels can be low and where for many it’s the sole point of access to the internet), how can we help them exploit the channel for competitive advantage?
We’ve never been particularly interested in dotting the world with Sponge flags – but when our Clients ask, we respond.
Accordingly, in September 2009, we launched both Sponge Lagos and the Mobile One Alliance (M1A).
With a population of some 150 million, Nigeria has recently overtaken South Africa as the continent’s leading market in terms of both mobile subscribers and mobile internet useage. On the back of our successful relationship with Etisalat, we think it’s the perfect place to establish our presence in Africa, introduce some proven methodologies, and learn first–hand what strategies and tactics transfer effectively – and which don’t.
The Mobile One Alliance exists to allow brands to deliver parallel campaigns in multiple territories, and to ensure they are working with best–of–breed agencies in each.
In addition to Sponge, founder members include Mobile Dreams Factory of Spain, and CLANMO of Germany. All three are independent, leaders in their respective markets, and committed to developing and sharing knowledge and technologies that will benefit multinational Clients.
The plan is for the M1A to grow organically through the addition of one agency from each European territory over the next two years. If you’d like to find out more, please go to http://www.mobileonealliance.com
