M&C Saatchi has launched a specialist division called M&C Saatchi Performance in Australia.
According to a report in Campaign Asia, the division will offer services across various functions including mobile strategy, planning, buying, tracking, optimisation and reporting. The division will be headed by Sarah Di Mento as mobile business development manager. Di Mento was formerly with mobile marketing consultancy Mi9. A key part of her role will be to convince brands to use mobile and tablets as an important part of performance marketing.
M&C Saatchi Performance will leverage the production facilities and creative resources from within the agency network.
According to Emarketer and Starcom Mediavest Group’s Global Media Intelligence report, global mobile ad spend will jump from $6.6bn to $25.3bn over the next four years.
