IPG Mediabrands has announced the launch of its mobile marketing division Ansible in India.
Anjali Hegde, the former chief executive of Reprise Media, a digital agency under IPG Mediabrands, has been appointed CEO.
Ansible is headquartered in New York. It began operations in 2007 in North America. It expanded via acquisitions in Australia (2013) and the UK (early 2016).
With the India launch, it is present in 11 markets, with 18 offices. The agency will operate in Benglaluru, Gurugram and Mumbai, from Interactive Avenues' offices.
Travis Johnson, global president, Ansible, said, “Mobile is the most personal media channel – statistically it’s no more than a metre from you for 90 per cent of your day. As such, Indian consumers have high expectations and will quickly reject brands with poor mobile experiences. Ansible India is created to provide end-to-end mobile capabilities to optimise the entire user experience and ensure our clients are ahead of their competition. It’s not just about mobile media, it’s about optimising the creative, mobile site, app and every element that will soon include wearables and in-car experiences. We are thrilled to enhance IPG Mediabrands India with this breadth of expertise.”
Hegde said, “We had been watching the mobile space with great interest. It was evident that in order to create great brand experiences on mobile, we need to have top class tech and development skills of scale. Today, Ansible is perfectly poised to provide the best of media and the best of technology solutions on mobile to brands in India."