R/GA, Unilever, Starwood Hotels and mobile spend predictions - News briefs

By Staff reports

February 22, 2012

News and notes of the day

R/GA named global digital agency of record for Unilever’s deodorant business
R/GA has been appointed global digital agency of record for Unilever’s deodorant brand, Rexona. The agency will be responsible for the comprehensive digital strategy across Rexona’s global portfolio including Degree, Rexona and Sure.  R/GA has also been added to Unilever’s global digital roster and in addition to Rexona, will be working with other consumer brands including Impulse.

Starwood Hotels delights guests with mobile
For Starwood Hotels & Resorts mobile has provided a tremendous opportunity to further the hotel’s efforts, especially as travelers become more technically savvy across multiple platforms.

Working with digital marketing agency Razorfish, Starwood Hotels & Resorts began running Google mobile search ads with click-to-call (CTC) and location extensions.

Through using mobile ads, Starwood Hotels & Resorts and Razorfish learned how guests are using ads to call as well as find directions to property locations.

U.S. and UK businesses to double mobile project spend in next 18 months
U.S. and UK businesses are embracing mobile at an unprecedented rate, with average current investments of $422,000 rising to $926,000 in the next year and a half, and a third of companies planning to launch four or more mobile projects in the next 12-18 months.

But frustrations around the cost, complexity, management and timescale of those projects are growing too, according to the Mobile Business Forecast 2012 released today by Antenna Software, which commissioned Vanson Bourne to poll 1,000 CIOs and business unit leaders in the U.S. and UK.