Mobile marketing firm Incentivated has bought fellow agency Ad.IQ. Ad.IQ’s staff will move into Incentivated’s offices and be integrated into the existing team, with Ad.IQ co-founder Tim Carrigan assuming the role of sales and marketing director.

Incentivated provides mobile marketing solutions for clients including Marks & Spencer, Tesco, nPower and Gatwick Airport. AD.IQ works with Screwfix, Bose, the Army, and the Scottish Government and more. Both companies have extensive experience in delivering mobile for the public and charity sectors as well as big brands.

Commenting on the acquisition, Incentivated CEO, Jonathan Bass, said: “I’ve been talking to Tim for many years and we have very similar views of the industry and opportunity. Tim brings a depth of experience and capability that will be very important for the development of our merged businesses.

“We are starting to see clients making serious investment in mobile marketing, mCRM and mCommerce, because these are delivering high levels of performance now. We need to have more grown-up conversations with clients and deliver strategy as well as solutions, and Tim will be brilliant in this role.”

Carrigan added: “The combination of Incentivated’s mCRM and mCommerce expertise with Ad.IQ’s mobile response dominance as well as mobile customer service solutions such as Auto Callback and Basket Recovery will give us added scale and capability in order to provide industry-leading solutions. We have exciting plans for the combined business made up of these complimentary parts.”

Bass hinted that there is more to come from Incentivated. “We needed more resource and a bigger and more experienced team to match the needs of our clients, and we have spent the last year and a half looking at how we develop the business. This is step one of several.”