Enpocket has been briefed to sell advertising opportunities to readers and listeners of Emap brands including Smash Hits, FHM and Kiss FM, who have opted in to receive third-party mobile marketing.
The deal will enable advertisers to reach elusive audiences, such as the youth market, with targeted messages endorsed by the particular brand they are affiliated with.
Gillian Kennedy, business director of mobile at Emap Advertising, said: "We are keen to increase our customer interface through greater representation in the marketplace."
Emap is already using SMS to provide readers of its young celebrity magazine Sneak with a premium gossip news service. It has developed a text club for the readers of its market-leading dance magazine Mixmag through mobile agency Flytxt.
Launched in 2001, Enpocket's clients include Claritas and O2. It maps consumer attitudes and branding response performances across more than 150 mobile campaigns through its research and analysis division Enpocket Insight.
In September, a text message drive it developed for building society Nationwide became the first SMS campaign to be audited by ABC Electronic.
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