Wonga Future 50: Somo

Led by digital visionary Nick Hynes, Somo is a UK mobile agency that's right at the forefront of how we will communicate in the future

The explosion of the mobile sector is powering the potential of many of this year’s Wonga Future 50. With 132 per cent growth in the first half of 2012, UK mobile advertising will hit a total value of £500m this year.

Somo is fast becoming the recognised authority on the sector. Reckoned to be the third fastest-growing digital company in Europe, the firm has 80-plus employees working in London’s Soho, Los Angeles, New York, San Francisco and Singapore.

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In essence, Somo helps clients use mobile marketing and products to increase sales, raise brand awareness and improve productivity. Somo is, it claims, unusual in that it has a strong grasp of all the mobile disciplines, including strategy, mobile web and app development, and mobile advertising campaigns.

Notable projects include the Audi UK Le Mans app, which featured the first use of augmented reality in an automotive app in the UK. It won Best App at The Drum’s Cream London Awards 2012. Work with Domino’s, developing its iPhone, Android and iPad apps generated £14.8m in 2011. It also developed and launched a proprietary tracking tool, Apptimiser – a global first enabling tracking of individual app campaigns across all mobile platforms.

Somo is the only company that has two of its executives shortlisted for the prestigious BIMA Digital Hall of Fame. Nick Hynes, co-founder and CEO, and strategy boss Ross Sleight are among 50 leading industry figures who made the list, which was compiled through peer recommendation. Others include Tim Berners-Lee, Apple’s Sir Jonny Ive, Alan Rusbridger, editor of the Guardian, and the BBC’s Rory Cellan-Jones.

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