Broadcaster and publisher Meredith Corp. is expanding its presence in the mobile space, taking a strategic stake in The Hyperfactory. The investment, announced Tuesday (July 21) is intended to enhance and expand the services and capabilities of Meredith Integrated Marketing, Meredith's business-to-business unit that provides brands with custom print, Web sites and online communications.
Terms were not disclosed.
Founded in 2001, privately owned The Hyperfactory has provided mobile creative initiatives for clients such as Coca-Cola, BlackBerry, L'Oreal, Vodafone, Disney and Kraft.
"Mobile is becoming a vital ingredient in integrated marketing campaigns, giving consumers access to brands at key decision points in the purchasing cycle for awareness, consideration and calls to action," said Wendy Riches, executive vp of Meredith Publishing Group, who oversees Meredith Integrated Marketing.