Weber Shandwick has acquired London-based mobile and digital agency Flipside.

Financial terms of the deal were not publicly disclosed.

Flipside

Flipside specializes in mobile app development, web design and social media work. The agency has developed mobile apps and digital strategies for global clients such as Capcom, GlaxoSmithKline, Honeywell International, Novartis and Radisson Hotels, among others. It maintains a second shop in the southern county of Surrey.

Flipside will retain its name and brand. Agency managing directors Marcus Dyer and Tim Drake will continue to lead the operation.

The deal bolsters Weber’s mobile and technical toolkit while strengthening its global reach in brand publishing. The Interpublic unit earlier this year expanded its content creation and distribution unit Mediaco, the brand-publishing platform it initially launched in 2013 which has since developed content programs for clients such as Excedrin, UNICEF, Ricoh and Fisher-Price.

Weber Shandwick

“If you look at where the media world is and where it’s headed, social and digital platforms are driving new user behaviors and new ways creating media,” Chris Perry, Weber Shandwick chief digital officer, told O’Dwyer’s. “It’s a competition to capture attention on mobile screens — all roads lead to mobile. We’re always looking for new partners and talent that help us push the boundaries on the innovative ideas we bring to clients, so in this new mobile era, we’re thrilled to bring Flipside into our network.”

The deal accounts for Weber’s second acquisition this year. The global PR agency in January acquired ReviveHealth, one of the largest independent healthcare PR agencies in the U.S.