Mindshare has partnered with Google to launch a set of mobile hubs looking to boost the use of mobile among its clients.
The hubs will include both Mindshare and Google employees working across all aspects of the mobile ecosystem, from search optimisation and app development to strategy, planning and creative optimisation.
The 'Mobile garage' initiative will initially be introduced in Singapore, London and New York.
Mindshare said the initiative will give its clients a unique, competitive advantage in a key battleground.
Mobile search traffic has increased by 400 per cent over the past two years, Mindshare said, adding that GSMA and Machina predict the industry will be worth $4.5 trillion by 2020.
Nick Emery, CEO of Mindshare Worldwide, said, "We designed Mindshare to be open source and to work with the best partners for the benefit of our clients. It’s about trial, experimentation and speed to re-design our business.”
Matt Brittin, vice president, sales and operations, Northern and Central Europe at Google, added, "We have adopted a 'mobile first' philosophy at Google to keep pace with the rapid acceleration in consumer mobile usage. We are delighted to team up with Mindshare on a similar strategy for their clients. Mindshare have already shown strong momentum in the mobile marketing space, and have a great opportunity to lead their clients to win on mobile in the future."
The company informed that Mobile Garage will complement Mindshare's existing relationship with WPP's mobile agencies Joule and H-Art.