Juice Mobile scoops up proximity marketing firm Gauge Mobile

Toronto-based mobile marketing agency and platform developer Juice Mobile announced today that it has acquired Gauge Mobile, a Vancouver startup specializing in proximity marketing through its own proprietary software. Gauge’s technology enables clients to communicate with consumers using near field communication (NFC), iBeacon and QR codes in packaging, out-of-home and in-store marketing campaigns. Anton Vassiliev, […]

Toronto-based mobile marketing agency and platform developer Juice Mobile announced today that it has acquired Gauge Mobile, a Vancouver startup specializing in proximity marketing through its own proprietary software.

Gauge’s technology enables clients to communicate with consumers using near field communication (NFC), iBeacon and QR codes in packaging, out-of-home and in-store marketing campaigns.

Anton Vassiliev, Gauge co-founder and CEO, will join Juice effective immediately, and Gauge will become Juice’s third product offering alongside Nectar (a platform for buying mobile advertising) and Swarm (a demand-side platform connecting brands and agencies in real time).

The combined 40-person team will be filling 2-3 new positions on both the sales and back-end/support sides of the business.

Although the two firms have not worked together in the past, Juice president and CEO Neil Sweeney described the acquisition as an “obvious opportunity.”

“We’ve been marketing to the consumer on various mobile devices for the past number of years, but there were areas where we could not communicate with them specifically—in store [for example],” Sweeney said. “We felt the guys at Gauge could bring the expertise in that area, and combine it with what we have for a more holistic conversation with the consumer.”

Juice has done work for big brands such as Unilever, Chevrolet and Future Shop, as well as publishers like Condé Nast, Meredith and Corus Entertainment.

Gauge has collaborated with both agencies and brands, including BlackBerry and General Motors, and will bring to the table its current partnerships with Newad and Astral.

Advertising Articles

Looking for a celebrity endorser? Try Liam Neeson

Nielsen survey looks at the effectiveness of celebrity pitchmen and women

La Roche-Posay sheds light on the perils of sensitive skin

L'Oréal Canada brand enlists model Jessica Langlois to share her story

Sport Chek pens a runner’s manifesto

Retailer continues its "All Sweat Is Equal" campaign with a new agency

From street to store, Nespresso tries to woo Canadians

Effort targets consumers that gravitate towards higher-end coffee chains, brands

Kraft Singles plays mind games in online effort

Cheese brand introduces "A craving is a powerful thing" tagline

Sport Chek and Sid Lee part ways, Rethink steps in

Rethink Communications takes over retailer's "All Sweat is Equal" campaign

McDonald’s tricks consumers with ‘salad society’ pop-up

Fast food chain creates a fake restaurant brand to get consumers to try its salads

Mobile quickly becoming video-viewing platform of choice

Mobile video ads are a big opportunity as consumers flock to smartphones for viewing

Getting from 3% to 50%: Yes We Can (Column, pt 1 of 6)

Janet Kestin looks back on adland in the 1980s to see how little has changed