"Dealing with this landscape and converging is a big challenge for all players." "What we offer are campaigns that span multiple countries, multiple languages, multiple cultures and sometimes not even the same brand name. "Often local agencies provide adaption of global campaigns, or new local campaigns are created," he said. "Brands set budgets per region, which are then allocated per country and then spend by the local country organization within the local media channels. "We see that the advertising industry is highly localized," said Ashu Mathura, founder/CEO of MADS, Amsterdam, the Netherlands. For the campaign, H&M tapped mobile marketing agency Mobiento and its sister company Adiento, an ad network, which use mobile ad network MADS' technology platform. ![]() The campaign includes SMS coupons, mobile banner ads placed on major carrier portals and media sites including Tele2, Telenor and TV4, and a mobile site with click-through slideshows and animated GIF images of the retailer's latest garments. ![]() Swedish clothing company H&M launched a mobile marketing campaign on its home turf to promote its latest collection.
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