IPG Mediabrands has announced the acquisition of UK-based enterprise mobile consultancy and app developer Mubaloo, as it looks to drive the growth of its mobile division, Ansible.

The agency group said it has identified a growing trend for CMOs and CIOs working together, and believes the addition of Mubaloo will allow it to provide a more comprehensive mobile marketing and technology offering, from app development to enterprise integration.

Mediabrands’ global chief executive Henry Tajer has also revealed that Ansible will open a further six offices worldwide in the coming month.

Set up in 2009, and with offices in London and Bristol, Mubaloo’s clients include Bang & Olufsen, Equiniti Pension Solutions and Aviva.

The Mubaloo brand will be retained, and it will continue to pursue its own new business pipeline, as well as servicing Mediabrands’ clients. Its engineering operation will remain in Bristol, while its client-facing London team will move into the agency’s offices.

Jason Carter, chief digital officer, EMEA at IPG Mediabrands, said: “Mobile is clearly the future of communication and the biggest opportunity for marketers. However, we saw that consumers are way ahead of brands in this space and realised that we needed to assist our clients to move beyond just mobile media.

“This move helps them to develop all aspects of mobile marketing and fully leverage the opportunities that connected consumers represent”.

Mark Mason, founder and chairman of Mubaloo, added: “As apps have come to dominate mobile usage, IPG Mediabrands identified the need to have the best consultancy, app design and development talent. By joining forces with them, Mubaloo is able to expand globally and offer mobile transformation to IPG Mediabrands’ prestigious client base.”