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New York’s Carnival morphs from app developer to smart marketing platform

Brands and mobile adver­tis­ing agen­cies have a new ally in the form of Car­ni­val, the one-time mobile devel­op­ment agency which mor­phed at the close of 2013 into a nifty new mobile mar­ket­ing plat­form. An untapped oppor­tu­ni­ty Ahead of its switch of empha­sis, it suc­cess­ful­ly raised $2.4 mil­lion in seed fund­ing last year to smooth the tran­si­tion. Head­quar­tered in New York and with an addi­tion­al office in New Zealand, Car­ni­val began life in 2008 as a mobile app devel­op­er, which is hard­ly sur­pris­ing giv­en that its co-founders Guy Hor­rocks and Toby Cox had been lit­er­al­ly steeped in mobile long before the mobile explo­sion. They were devel­op­ing apps for the iPhone before there was an iTunes App Store. But any­one with expe­ri­ence of media jobs in mobile adver­tis­ing agen­cies will be aware that, in the wake of the bur­geon­ing uptake of mobile devices, most brands have brought app devel­op­ment in-house, which set Hor­rocks and Cox onto think­ing about what else Car­ni­val could offer this flour­ish­ing cor­ner of Adland. And all that expe­ri­ence of app devel­op­ment for big brands led them to what they believe is an untapped oppor­tu­ni­ty in the mobile adver­tis­ing world. Yes, brands are devel­op­ing their own apps, but do…

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