Snakk Media launches new division to focus on demand for creative-only mobile ad services

TouchMobile advertising agency Snakk Media has launched a new division to cater for clients exclusively interested in creative services without the bolt-on of media.

The business, whose Southeast Asia operations are based out of Singapore, has formed Touch Create which it said follows rising demand from brands to step up their creative ads on mobile devices.

“We were finding more and more brands and agencies wanted our mobile creative without necessarily needing our media capabilities, so we’ve kicked off Touch Create to service them with pure creative,” Snakk Media chief executive Mark Ryan said.

He stressed it was not walking away from media services but was creating a specialised division to tap into demand for more creative-only work.

Touch Create is being led by creative director Carlos Guedes, who joined Snakk a little over a year ago from JWT & Isobar Portugal. The team also includes Irini Jordan in operations, and Chris Hackett in client services, both formerly of Ogilvy.

Ryan described most mobile ads as “completely uninspiring which is “inhibiting mobile media spend”.

“There’s really no point in cramming the same creative that’s been designed for TV, billboards or a laptop into a screen that fits in your palm. It’s simply not good enough.” he said.

“With access to touch, gyroscopic, GPS, accelerometers and other sensors on smartphones and tablets, we have much richer storytelling tools than ever before. The uniquely mobile combination of hardware, creative and content presents an enormously compelling opportunity for brands looking to go beyond simple mobile banners.”

Snakk Media said research from the IAB has shown four out of 10 marketers identify poor creative as a barrier to using mobile advertising.


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