Publicis and Microsoft set up mobile marketing partnership

Publicis Groupe’s mobile marketing agency Phonevalley has formed a strategic marketing partnership with Microsoft.

As part of the new deal, the agency will create customised mobile advertising solutions, technology and metrics for Microsoft’s mobile web properties, including the Microsoft Media Network, MSN and Bing.

Phonevalley will work alongside Microsoft Mobile Advertising to design packaged advertising solutions,  which will initially focus on six specific industries – luxury, retail, entertainment, travel, financial services and automotive.

Charles Johnson, Microsoft Mobile Advertising’s general manager, said: “As mobile advertising becomes more of a mainstream digital advertising medium, our collaborative work will help advertisers plan, execute and measure their mobile campaigns more effectively and ultimately, will enable them to harness the untapped potential of mobile advertising.”

The mobile partnership comes weeks after Publicis acquired Microsoft’s digital network Razorfish for $530 million.