Mobile ad agency Fetch Media has acquired Lucidity Mobile, a London-based independent mobile ad agency for an undisclosed sum.

Lucidity Mobile is a boutique, service lead business specialising in the strategic and media elements of mobile advertising, with clients including Cancer Research, Harrods and Carlsberg.

The acquisition sees Fetch Media take full control of Lucidity Mobile, bringing the company under the Fetch Media brand. The founders of Lucidity, including David Fieldhouse, ex- Incentivated, are able to exit the business to focus on their mobile technology businesses, Linking Mobile and AD-X.

Founded less than two years ago, Fetch Media is a privately-funded and profitable business which, in addition to its acquisition strategy, has ambitious international expansion plans which will see Fetch open its first US office later this year. 

“Lucidity Mobile is a company we know well and respect very much, so the opportunity to be able to bring its expertise and client portfolio under the Fetch umbrella is a fantastic opportunity for our business,” says Fetch Media managing director, James Connelly. “Consolidation is symptom of any maturing market place, and as an independent, we’re looking to build a business which is the ‘come to agency’ for mobile advertising, and we see the acquisition of great businesses like Lucidity as being a contribution to this strategy.”