The local arm of M&C Saatchi has recruited mobile marketing specialist Chris Steedman (pictured) from the agency’s London office to the newly created roll of managing director Asia Pacific of its mobile division.
He will lead the agency’s APAC mobile operation which has been building momentum since its launch late last year, providing mobile advertising strategy for key clients such as David Jones and Masters.
A founding executive of M&C Saatchi mobile in 2008, Steedman seen the the business expanded out of London to a global offering with offices in Sydney, LA, New York, Paris, Cape Town and Johannesburg.
“Just talking about Australia, there’s a huge smart phone and tablet penetration here but mobile marketing spend still lags far behind the eyeballs,” Steedman said.
“Mobile is increasingly the first screen, not the third screen, and marketers here are slowly coming around to that. Off a low base, mobile adspend nearly doubled in 2012 from $44m to $86.2m."
He added: "Despite the forecast for similar explosive growth, mobile still represents a mere fraction of total adspend, it should be much higher.
"I think poor strategy and execution are caused largely by the fact there are few businesses in Australia that specialise in mobile advertising and media. In many instances mobile is done by traditional agencies who merely tack it on to their offer."
M&C Saatchi Australasia CEO Jaimes Leggett said mobile and tablet consumption is an area of “enormous marketing growth in Australia”.