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Meredith Takes a Stake in Mobile
Wednesday, July 22, 2009
Steve Smith

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Meredith is taking a strategic position in one of the best-known mobile specialty shops, The Hyperfactory. This is one of the more aggressive moves by a major publishing and marketing firm into the mobile space. The Hyperfactory will work within the Meredith Integrated Marketing unit, which serves marketing clients across platforms. “We have been transforming our custom communications division into a full-service marketing offering,” says Matt Petersen, SVP, Meredith Integrated Marketing. “We play a lot in the customer relationship marketing area, and we see mobile as a natural part of that.”

Hyperfactory is among the best-regarded of the mobile marketing firms, with more than 100 staffers in worldwide offices and a regular stream of industry awards for its innovative marketing tactics. The company has flown campaigns for Coca-Cola, BlackBerry, Disney and Kraft, and was founded by New Zealander brothers Geoffrey and Derek Handley. Petersen says that Hyperfactory is already at work with its client Kraft on a program. Meredith could leverage mobile in a variety of ways for clients, from building mobile sites to executing brand campaigns, SMS alerts and messaging or applications. Hyperfactory will work independently and become part of the network of agencies Meredith has assembled like Big Communications and Genex. “What we all have to do in this environment is take the content and the message of our clients onto multiple platforms,” says Petersen. Consumers, too, expect to access brands 24/7, and increasingly marketers are looking to the mobile platform to fill this need.

Since 2006 Meredith has added O’Grady Meyers, Genex, New Media Strategies and Big Communications to its portfolio as the company looks to provide a suite of marketing and publishing services to clients.

While it has yet to be decided, Hyperfactory may have a role on the consumer magazine side of the business as well.

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