Ad agency Alloy Access has partnered with Real Content Group to deliver mobile marketing services to marketers targeting urban and multicultural markets.

The deal will rely on Real Content's ties with major wireless carriers as well as record labels such as Universal Music Group and Sony BMG. Real Content is a specialist in distributing urban and multicultural content.

"Members of multicultural communities use their mobile devices like an extension of who they are," said Tru Pettigrew, president of Alloy Access, New York.

"Multicultural communities take photos, text, view movies, download music [with their mobile phone] -- it really over-indexes with that audience," he said.

Alloy Access is an urban and multicultural marketing agency in the Alloy Media + Marketing group. It focuses on Hispanic, African-American and urban consumers.

Clients of Alloy Access include Rockport, Reebok, Softsheen Carson and Boost Mobile.

With this deal, Alloy Access clients will be able to target ethnic and urban consumers through mobile content integration, branded text messaging channels, mobile couponing and database development.

Also on offer will be branded communities, sweepstakes, contests and corporate sponsorships with urban and multicultural-focused lifestyle content owners.

Real Content currently distributes content to more than 300 online, mobile, direct-to-consumer and pre-load sales channels. The company also offers national radio promotion and secures sponsorship deals for content owners and brands.

A key attraction for Alloy Access was Real Content's mobile media platforms.

"We could not have a very credible and legitimate platform and reach this audience and still communicate with this audience," Mr. Pettigrew said.

"For our division, it gives us a credible and legitimate player in the space with years of experience in how to package and distribute content to this audience through mobile," he said.