Emap has appointed Flytxt to handle wireless marketing to target advertisers looking to sell through Emap products. The agency will build, manage and market databases and also consult on interactive advertising offerings.
"We will be offering SMS to our advertisers as a media channel and SMS to our consumers as content,
Andrea Kilbourne, the managing director of Emap Performance online, said.
Kilbourne confirmed the appointment of Flytxt and that the company was in the final stages of appointing a wireless agency to handle SMS marketing to its consumers. Three agencies, including Flytxt, are pitching for the account but the task could go to an in-house team.
Kilbourne also said Emap is planning to ramp up its wireless marketing activity: "We are planning to expand this area over the next 12 months. We are developing new ideas at the moment."
Flytxt's managing director, Lars Becker, said: "This is one of the most ambitious mobile marketing and advertising projects to date and it's a quantum leap for the industry."