Mumsnet Appoints DigitasLBi as Partner Agency for Mobile

Mumsnet, the UK’s biggest online network for parents, has appointed DigitasLBi as its partner agency for mobile.

Mumsnet has agreed a three-year strategic partnership with DigitasLBi following a competitive pitch against three agencies.

DigitasLBi’s blended team of strategists, creatives and technologists will now work in partnership with Mumsnet to develop mobile products and services in order to build new audiences.

The deal has a performance-based element in line with DigitasLBi’s continued drive to find new ways of working with clients and to disrupt the traditional client-agency relationship model.

Mumsnet is currently testing a number of different approaches to mobile development, developing apps in-house, white-labelled and with partners such as DigitasLBi.

DigitasLBi and Mumsnet will launch their first activity later this year.

Justine Roberts, Mumsnet CEO said: “Mumsnet users are an incredibly diverse, articulate and funny lot, and we knew that we needed a partner agency that could be smart, flexible and creative, as well as bringing expertise in technology and strategy. Luckily, DigitasLBi had the qualities we were looking for, and we're looking forward to producing some game-changing mobile content with them.”

Sergio Falletti, Technology Partner at DigitasLBi said: “This was a meeting of minds from day one: a strong focus on understanding our audience, the ambition to create high quality products, a preference for Lean practices and an openness to partnerships. Mumsnet have a great team and a great community – it will be our challenge to match that with our mobile craft”.