Mumsnet, the UK’s biggest online network for
parents, has appointed DigitasLBi as its partner agency for mobile.
Mumsnet
has agreed a three-year strategic partnership with DigitasLBi following a
competitive pitch against three agencies.
DigitasLBi’s
blended team of strategists, creatives and technologists will now work in
partnership with Mumsnet to develop mobile products and services in order to
build new audiences.
The
deal has a performance-based element in line with DigitasLBi’s continued drive
to find new ways of working with clients and to disrupt the traditional
client-agency relationship model.
Mumsnet
is currently testing a number of different approaches to mobile development,
developing apps in-house, white-labelled and with partners such as DigitasLBi.
DigitasLBi
and Mumsnet will launch their first activity later this year.
Justine Roberts, Mumsnet CEO said: “Mumsnet
users are an incredibly diverse, articulate and funny lot, and we knew that we
needed a partner agency that could be smart, flexible and creative, as well as
bringing expertise in technology and strategy. Luckily, DigitasLBi had the
qualities we were looking for, and we're looking forward to producing some
game-changing mobile content with them.”
Sergio Falletti, Technology Partner at
DigitasLBi said: “This was a meeting
of minds from day one: a strong focus on understanding our audience, the
ambition to create high quality products, a preference for Lean practices and
an openness to partnerships. Mumsnet have a great team and a great community –
it will be our challenge to match that with our mobile craft”.