Leo Burnett taps Akoo for mobile interactivity at retail POS

By Mickey Alam Khan

February 14, 2008

Akoo allows multi-user interactivity between mobile devices

Leo Burnett Company Inc. and Arc Worldwide will use Akoo International Inc.’s technology to tie together mobile Internet, mobile devices and point-of-sale digital signage networks.

The Publicis Groupe agencies will use Akoo’s m-Venue platform to develop campaigns that engage consumers at the point-of-sale. This is Akoo’s first publicly announced agency business.

"We're interested in all things digital as they relate to the retail environment," said Pat Dermody, executive vice president of retail at Leo Burnett and Arc, Chicago. "Akoo's product to us represents two things -- one digital, the other interacting.

"I think mobile is incredibly important, especially as it evolves in the United States," she said. "So the fact that this is mobile technology -- in Ahoo's case mobile is pretty much the enabler, like the remote, it activates the system." 

A senior Akoo executive agreed that agencies are getting more curious about mobile.

Pat Dermody is executive vice president of retail at Leo Burnett and Arc

“Every agency that we’ve talked to is interested in how they can leverage mobile devices in their digital campaigns for clients,” said Andy Stankiewicz, vice president of marketing at Akoo, Elmwood Park, IL.

“We allow them to essentially unify marketing across platforms and devices,” he said. “This can include obviously mobile Internet, mobile phones and point-of-sale digital signage systems.”

One of the most storied advertising agencies, Leo Burnett handles clients such as Coca-Cola Co., Diageo, Kellogg Co., Procter & Gamble Co., Samsung and McDonald’s Corp. Arc is a sibling agency.

Per Akoo, IP-based m-Venue allows multi-user interactivity between mobile devices, on-demand in-store programming and integrated digital advertising at the retail point-of-sale and post-visit customer touch-points.

“Obviously there’s a desire by major brands and retailers in this space,” Mr. Stankiewicz said. “We enable the consumer to control the content. Basically we allow the handset to become the universal remote control for the activation. And that content varies – entertainment, music, videos, branded content by retailers specific to them.

“It’s a better way to engage consumers with relevant content and depending on where they are, content will be different,” he said. “We provide location-specific content.”

Once the consumer selects the content of their choice via text messaging, mobile Internet or Wi-Fi, the content is publicly performed on the digital signage network in the location.

“Digital advertising that’s integrated across three screens – the PC, mobile phone and digital signage monitors – will present a much larger business than standard advertising to date,” Mr. Stankiewicz said.

Mr. Stankiewicz said Akoo will work with agencies’ account teams based on specific client engagements. The agency will use the m-Venue platform within their larger digital campaign management systems.

Also, Akoo works directly with brands, particularly in the quick-service restaurants and bar sectors. The company also works with apparel retailers and universities.

Improved mobile devices, availability of the Internet, better data packages and growing consumer acceptance of the medium as a marketing channel surely encourage agencies to invest more in mobile.

"Many of our clients are developing mobile applications to different degrees," Ms. Dermody said. "The difference between the U.S. and Asia is that our mobile phones don't readily scan at point-of-sale.

"Experimentation, innovation, differentiation -- those are three key words we should keep in mind as we try to deliver profitable business results and long-term value for our clients," she said.