Transcon gets more mobile with Vortex deal

http://www.marketingmag.ca/english/news/media/article.jsp?content=20101103_150736_9256
Transcontinental this week acquired integrated mobile solutions firm Vortex Mobile.
It's the first major move since September, when the company reported a third-quarter profit of $30.6 million and announced its intentions to make targeted acquisitions in digital technology.
"Every day we work with our customers on analyzing, executing and deploying marketing strategies that are built on personalization and new communication platforms," said Christian Trudeau, president of Transcon's Marketing Communications Sector, in a statement. "The acquisition of Vortex Mobile fits in perfectly with this approach. It will enhance our centre of excellence in mobile marketing solutions and confirm our leading position in the interactive marketing solutions offering."

Vortex Mobile was founded in 2004 and bills its service as one that builds marketing and technology solutions to foster consumer relationships across mobile messaging, mobile Internet, mobile advertising and social media channels.

Financial details of the deal were not disclosed. Vortex's 37 employees will join Transcontinental's Marketing Communications Sector, and Brady Murphy, co-founder and CEO of Vortex Mobile, has been named vice-president, sales and mobile solutions.

"Transcontinental's vision was a key factor in our decision," said Murphy. "Its service offering is very attractive and Transcontinental's management understood the importance of including mobile and social media in their marketing solutions and making it a priority. Vortex customers can now make use of Transcontinental's expertise in campaign metrics and data analytics to optimize their marketing campaigns."

The acquisition continues Trancontinental's move to better position itself across multiple platforms through outside acquisitions. In May, the company bought Montreal-based Lipso Systems Inc. , a developer and marketer of technology that facilitates communications and transactions between organizations and mobile users.