Telegraph Expands Ad Portfolio With SMS Partnership

The Telegraph group has formed a partnership with mobile marketing company, Brainstorm, to enable it to offer advertisers in-house SMS campaigns.

The new service will build on the Telegraph’s existing print, outdoor and online advertising offering and will allow the group to further develop SMS ad initiatives.

Robert Bridge, strategic development manager of the Telegraph’s new media group, comments: “We see mobile advertising as a major force and faster speed to market was an important factor in our decision to bring mobile marketing in-house.”

The Telegraph is using the new mobile system to run its first full campaign for Japanese lifestyle retailer, Muji. The campaign is currently running in-store, online and in the Daily Telegraph. The multimedia initiative offers readers the chance to win £2,003 of Muji vouchers, allowing them to apply online, by text message or by post.

Craig Massey, CEO of Brainstorm, comments: “This latest move by the Telegraph is a good indicator of how the mobile marketing industry is maturing. Over the coming months I’m predicting we’ll see a lot of other companies mainstream ad agencies in particular- becoming more confident developing their own mobile marketing campaigns and start to bypass the specialist mobile agencies.”

The move is being seen as part of the Telegraph group’s wider initiative to connect to a younger readership. The group recently announced plans to re-design both the Daily Telegraph and Sunday Telegraph in the spring.

Telegraph Group: 020 7538 5000 www.telegraph.co.uk

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