mobiThinking guide to mobile agencies: BBH (Bartle Bogle Hegarty)
This guide profiles in-depth the world's biggest and best mobile agencies, asking the questions that every brand, publisher or creative agency needs to know to pick the right mobile partner.
BBH (Bartle Bogle Hegarty): snapshot
Type of agency: full service.
Main offices: London UK (HQ); New York, USA; Sao Paulo, Brazil; Shanghai, China; Mumbai, India; Singapore.
Employees (in mobile): 1-15.
Ownership: privately held.
Profile submitted by: Peter Sells, head of mobile, BBH.
Contact details: peter.sells (at) bbh.co.uk.
Mobile Web: bbh.co.uk/mobile.
Profile first published: July 2010.
BBH (Bartle Bogle Hegarty): in depth
1) Annual revenue from mobile: Band C; US $2.5-5 million.
2) Is the mobile business profitable? Yes.
3) How is the company funded? BBH is privately held, with Publicis Groupe holding a 49% stake.
4) Proportion of business related to mobile: variable.
5) Business split: mobile strategy 35%; creative 35%; technical development and implementation 30%.
6) Key mobile activities: mobile advertising 35%; mobile content 25%; mobile apps 25%; mobile messaging 15%.
7) Specialties/expertise: BBH doesn't just deliver effective campaigns, we mobilize clients' entire communications activity, by developing strategically led mobile platforms.
8) Main competitors: Ogilvy & Mather, AKQA
9) Type of clients/industries: large global consumer brands.
10) Client base: Unilever, Audi, LG, KFC and Britvic among others.
11) Geographical coverage: n/a.
12) Works most closely with (apart from clients): Golden Gekko, Vodafone.
Video case study: The multi-award-winning… Lynx: Get in There campaign.
The Unilever brand (called Axe in other countries) aimed to teach boys of the Internet-generation a thing or two about seducing ladies in the real world, with the help of some mobile-based 'weapons of mass seduction'. The mobile tools were created in partnership with Golden Gekko:
13) Award-winning campaigns:
a) Lynx: Get in There mobile tools
• MMA Global Awards - Best use of mobile marketing for branding: Global and Regional (EMEA) winner.
• D&AD Awards 2008 - Mobile marketing: Yellow Pencil (top award) winner • more details and video.
• Mobile Marketing Awards 2008 - Lynx won two awards: Best use of mobile in brand building and Best use of content in mobile marketing, while BBH won Mobile agency of the year.
• Cannes Media Lions 2008 Best use of mobile: Silver.
b) Perfetti: Legend of Cippi (Farting Chipmunk: Trump Selecta!)
• BIMA Awards 2007 - Best use of mobile: Winner.
• D&AD Awards 2007 shortlist • more details and video.
c) WWF: Fate is in your hands
• Webby Awards 2010 - Best use of mobile video: Winner
Video case study: WWF: Fate is in your hands
WWF China's wanted to raise awareness among the urban youth of the impact of loss of habitat on wildlife. In partnership with Qdero, BBH China created a augmented reality application that superimposed a virtual bear over and reacting with viewers' real surroundings:
14) How do you sell mobile to your clients?
• Mobile offers a unique opportunity to create and manage a direct relationship with a consumer.
• It can act as medium to harness engagement with traditional media.
• It can shorten the cycle between awareness, engagement and participation – this includes purchase.
• It will change the way clients operate their entire business – not just their communication strategy.
15) What return on investment (ROI) should your clients expect from mobile? This depends on the activity.
16) Membership of industry bodies/associations: Institute of Practitioners in Advertising, IPA Mobile Working Group.
17) What needs to happen to accelerate mobile marketing/Web/services over the next five years? Transparent consumer pricing.
18) In 2015, mobile will be… the primary channel for global Internet consumption – primary because it will be first in the user's decision tree, and because it dominates time spent online.
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BBH (Bartle Bogle Hegarty) logos
The multi-award-winning Lynx campaign: Get in There, provided 'weapons of mass seduction' mobile tools to help boys of the Internet-generation seduce ladies in the real world.
LG, sponsor of London's New Year's Eve, invited Londoners via a big-screen call-to-action to text in messages to be broadcasted on a giant screen on the iconic Shell building. Those with messages displayed won an LG Renoir handset.