The deal initially covers Germany, Italy, Singapore, and the US where the two will promote mobile as an increasingly effective channel for relationship marketing.
Johan Bergendahl, vice-president of marketing at Ericsson, said: "Mobility is a key requirement for today's societies. With the growing number of multimedia capable handsets, mobile marketing offers a multiplicity of opportunities, benefiting consumers, operators and CRM agencies alike."
The deal comes as relationship marketing campaigns increasingly include mobile response applications as an interactive one-to-one communication instrument.
Mat Mildenhall, chief operating officer of Proximity Worldwide, said: "It is our responsibility as market leaders to push the development in multichannel relationship marketing. Working with Ericsson enables us to offer innovative end-to-end mobile marketing and create a strong benefit for advertisers."
Mobile marketing is an ever increasing part of the mix below the line. The Proximity move coincides with industry veteran David Payne joining mobile marketing agency Flytxt as part of a new DM team.
Payne is joined by Nick Fuller, who has had stints at TSB and Experian, from Craig Patton from Agency.com.
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