GroupM expands into Asia through mobile ads deal

LONDON - WPP's GroupM is expanding into the lucrative Asia-Pacific mobile market by sealing a partnership with mobile media company Celltick.

The partnership will see GroupM promote Celltick's offering to WPP media agencies including MediaCom, Mediaedge:cia, MindShare and MAXUS.

Celltick will now treat GroupM as a preferred media partner, as both companies attempt to gain market share in the Asia Pacific region.

Celltick, which provides ads that appear in place of screen savers on mobile phones, claims to be able to reach 200 million people worldwide through partnerships with 25 mobile operators globally.

Both firms said that they will look at extending the agreement to other regions.