OGILVY & Mather is planning to enter the arena of mobile marketing by associating with its client Hutch.
According to agency sources, there are plans to float a joint venture between Hutch and the agency's division OgilvyOne, with equal investment by both. A new division for mobile marketing would be launched during the course of the year.
When contacted, Ms Renuka Jaypal, National Head, Ogilvy One, said, "Hutch is just a client and there are no plans of forming a joint venture."
However, sources did confirm that there were plans to enter the mobile marketing arena and instead of Hutch going for it all by itself, decided to rope in its agency for the creative inputs required.
An investment of nearly Rs 4 crore has been assigned to the new initiative, which is expected to exist as a division within O&M.
The divisions within O&M such as Ogilvy One and Ogilvy Interactive with their existing Web-based skills are expected to help in initiating this venture.
O&M is expected to provide the creative edge to the software which will be provided by Hutch for creating content in the area of mobile marketing. From creating downloads to providing ring tones, Hutch along with Ogilvy One is expected to offer a gamut of services in the mobile telephony market.
Hutch is one of O&M's biggest accounts and has been its showcase brand, helping the agency win several awards in the past.