Determined to
continue transitioning to a multiplatform media company, Meredith Corp. has purchased a one-fifth stake in The Hyperfactory, a widely recognized mobile marketing company. The move follows a series of
strategic acquisitions by Meredith to expand its digital marketing capabilities over the last couple of years.
Meredith's strategic stake in The Hyperfactory will put the mobile
specialist's assets and expertise at the disposal of the magazine publisher's integrated-marketing division, which creates cross-channel campaigns for advertisers, bringing together with Meredith's
print and online properties.
Collaboration between Meredith and The Hyperfactory on behalf of advertisers will be made easier by the fact that the two companies already have major clients in
common, including Coca-Cola, L'Oreal, Disney, and Kraft. Presumably, their familiarity with The Hyperfactory will make big ad clients more receptive to the idea of cross-channel campaigns, including a
mobile component.
Meredith began building its integrated marketing capabilities with the acquisition in April 2006 of O'Grady Meyers, specializing in customer relationship marketing and Web site
development.
In January 2007, it acquired Genex, an interactive marketing services firm specializing in online customer relationship marketing, and New Media Strategies, an interactive
word-of-mouth marketing company. In October 2007, it acquired Directive, a database strategy and analytics specialist, and in June 2008, it acquired Big Communications, which specializes in
health-care marketing.