GroupM Dials Beyond Mobile with Yonder Takeover

The acquisition continues GroupM’s growth focus in new markets and emphasis on developing solutions for clients on digital platforms  

GroupM has added South Africa’s specialised mobile marketing agency, Yonder Media, to its portfolio in conjunction with its acquisition of a majority stake in the company. While the latter is set to continue on as an independent brand, it will lend its services to the Mindshare, MEC, NotaBene, MediaCom, and Maxus.

“GroupM is the leading media investment group in South Africa; we grow this position by continuously evolving to meet clients’ needs, and today those needs are digital,” said Michelle Meyjes, Chief Executive Officer of GroupM, South Africa.

“Mobile and digital usage are in rapid growth mode across South Africa.  With Yonder Media, we will establish a mobile and social hub of excellence to support our client base and agencies and lend our scale and resources to help Yonder Media continue its best-in-class independent services.”

With the addition, the agencies will be ahead of the market in developing effective and creative mobile solutions for clients. Established more than a decade ago, the partnering full-service digital outfit offers mobile and social media strategy, application development, media planning, buying, and management.

It also skilled in the provision of related services such as mobile airtime rewards, mobile coupon management as well as mobile reply path in traditional media executions. The said services are powered by Yonder Media’s proprietary technology framework.

In addition to social and mobile display media (premium direct, video, and programmatic) where it is seeing its fastest growth, the agency has developed strategic and executional competence in the mass market mobile text and voice-based media still used by the majority of African consumers.

“We are thrilled that we’ve been able to maintain our independence whilst working with our new partners to accelerate the growth of mobile and social media advertising in South Africa and the African continent,” said Rick Joubert, Chief Executive Office of Yonder Media.