M&C Saatchi announces the acquisition of mobile advertising agency, Inside Mobile

M&C Saatchi announces the agreement in principle to acquire Inside Mobile, the leading mobile marketing specialist. The company, which will trade as M&C Saatchi Performance, includes Reebok International, Yahoo! Europe, AB-InBev-Becks and Sky among its blue-chip international client base.

The market for marketing via mobile devices is one of the highest-growth areas in the advertising sector. That growth has continued over the last year – reflecting a 700% rise in mobile internet browsing in the same period – and is expected to continue. In many emerging markets, mobile devices have surpassed computers as the primary point of access to the internet.

M&C Saatchi believes that there is significant potential in offering this specialist expertise across our client base, as well as continuing to develop new business opportunities.

Inside Mobile was founded in 2006 by Dusan Hamlin and James Hilton, who will continue to drive the business for growth, retaining a 40% interest. The acquisition is in line with M&C Saatchi’s approach of using its strong balance sheet to acquire businesses with outstanding management teams to develop new areas of business.

Moray MacLennan – Worldwide CEO, M&C Saatchi: “The growth of mobile marketing will be dramatic over the next five years, and be central to many of our clients communication plans.

The acquisition of Inside Mobile, and the launch of M&C Saatchi Performance globally will strengthen our differentiation from the older Networks.

James Hilton: “Creating market leading mobile solutions for international brands has been a key factor in Inside Mobile’s success. Being integrated within the M&C Saatchi network will ensure we have a greater global footprint and will accelerate our growth.”

Dusan Hamlin: “We are delighted that M&C Saatchi has recognised the importance of mobile as a communication channel.

This partnership will provide us with the necessary components to make M&C Saatchi the number one destination for truly integrated marketing initiatives.”


Inside Mobile was launched in 2006 by Dusan Hamlin and James Hilton. It was one of the first international full service mobile marketing agencies to launch in Europe and the only mobile agency that specialises in international mobile marketing strategies. The business was launched with the ambition to provide creative mobile marketing solutions to international brands. Inside Mobile’s position as a strong market influence was confirmed in 2009 when the business won several international awards including the Institute of Direct Marketing and Festival of Media awards for Best use of Mobile.

Dusan Hamlin’s prior roles include Head of Digital Communications for Aegis/Isobar Network, as well as heading up Media & Planning at several other agencies within WPP, Green Cathedral and Unique Digital.

James Hilton’s prior roles include being Marketing Director for key brands such as Weight Watchers Online, MGM Mirage Online as well as roles at (a Guardian Media Group venture) and Grey advertising.