Near field communications marketing platform provider Proxama has established a partnership with digital agency Isobar to deploy NFC-based marketing solutions for its clients, according to an announcement from the companies. The deal will extend to both Isobar agencies glue Isobar and Isobar mobile in the U.K.

The partnership is expected to launch NFC marketing campaigns and solutions for consumer-facing brands from early 2013. Both companies have been heavily involved in the NFC technology revolution, the announcement said — Proxama as a technology and platform provider and Isobar as a modern communications network, with digitally integrated campaigns in more than 34 markets globally.

Commenting on the agreement, Miles Quitmann, managing director of Proxama said, "NFC is a highly effective way for brands to connect with their customers through their mobile phones, and it's now installed in millions of handsets across the U.K. and the rest of the world. Mobile network operators are committed to the technology, and leading global brands are beginning to recognize its true potential.

"By partnering with Isobar, Proxama is now able to deliver large-scale NFC-based campaigns and solutions for Isobar's clients that will provide them with the very latest in mobile customer engagement. Our TapPoint platform, which has already delivered consumer-facing NFC campaigns for global brands such as Nokia and Orange, will enable companies to 'NFC-enable' their brand infrastructure as well as offering a range of highly engaging mobile campaigns for their customers."

The companies were first introduced at a novel "hackathon" event hosted by Isobar earlier in the year, to explore creative new uses of NFC. The Isobar Create London event, which built on the success of previous events in Boston and San Francisco, challenged participants to devise and develop NFC applications in just 36 hours before pitching to an expert panel of judges from O2, BlackBerry, Samsung, Proxama, The Guardian, Contagious Magazine and BlueVia for a chance to win funding.

Penny Herriman, CEO at Isobar UK said, "Without doubt the mobile sector is one of the most exciting ones to operate in and one that brands will be looking at closely in the next 12 months. NFC is a fantastic technology to build effective commercial relationships with customers ... We look forward to being able to unveil a number of innovative NFC marketing initiatives that will make a big hit with consumers in the New Year."

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