Mobile Ad Consolidation Continues: Fetch Media Buys Lucidity Mobile

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Some more signs of consolidation in the mobile advertising and marketing space, this time on the agency side: UK-based Fetch Media has bought fellow independent London-based agency Lucidity Mobile for an undisclosed sum.

Lucidity Mobile, which focuses on marketing strategy, media planning and design, will bring several new clients to to Fetch, including the beer company Carlsberg, the retailer Harrods, Vodafone (NYSE: VOD) and the UK government (via the Central Office of Information, which designs and promotes government programs).

Fetch Media, which provides a similar portfolio of services, counts a number of magazine publishers among its clients, including IPC and Dennis, as well as several music labels, including Polydor, Sony (NYSE: SNE) Music, Atlantic and Universal Music Group. The company is privately-funded and says it is profitable.

Fetch will take full control of Lucidity in the deal. According to the release announcing the news, the founders of Lucidity, which include David Fieldhouse, will exit the business to “focus on their mobile technology businesses Linking Mobile and AD-X.” Linking Mobile is a UK-based mobile affiliate network that was founded by Fieldhouse in June 2010.

Fetch says it plans to open its first U.S. office later this year as part of its international expansion strategy.

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