5th Finger gets new funding from VC firm

By Mickey Alam Khan

June 11, 2008

Finger-food time

Mobile marketing services firm 5th Finger has won $7 million in funding to support its growth in the U.S. market.

The funding, from Australian venture capital firm Starfish Ventures, will help a company that works with advertisers and advertising agencies to develop targeted mobile marketing programs. 5th Finger has its origins in Australia.

“The really important thing for us is that we can now go and double our human capital,” said Campbell Corfe, CEO of 5th Finger, San Francisco.

“We currently have nearly 20 people heavily rooted in our Australian past,” he said. “We want to make that now 40.”

5th Finger specializes in mobile marketing campaigns and services for clients in fast-moving consumer goods, beverages, government, pharmaceuticals, retail, media and television and live events.

The company’s air-cast technology platform offers real-time reporting and analysis.

5th Finger clients include MSN Mobile, Nike, Amazon and Newline Cinema as well as agencies such as Cadient, Grey and Avenue A/Razorfish.

One of 5th Finger’s most recent projects was mobile marketing for the Live Earth Concert Series. The company handled SMS, Web and Green Button interactions for the worldwide Live Earth campaign.

That campaign resulted in more than 1 million lifestyle commitment pledges as part of the Live Earth project. 5th Finger managed the pledges, which were then broadcast across many channels and countries.

The 5th Finger team in the United States includes Mr. Corfe and fellow cofounders Steen Andersson, vice president of marketing; Warren Billington, vice president of sales for mobile marketing; Patrick Collins, vice president of engineering; Matthew Costello, vice president of strategy; and Luke Forman, vice president of media and events.

Starfish Ventures’ investment will also help 5th Finger evangelize mobile marketing.

“That will allow us to help educate the marketplace in the tsunami of what will be the future of the world of mobile,” Mr. Corfe said.

“I think it’s time for us to be courageous,” he said, “and with money you can be courageous.”