Geoff Ross. Photo / Dean Purcell
42 Below founder Geoff Ross is part of a consortium that has taken a "substantial" stake in The Hyperfactory - a New Zealand-based technology and marketing company that puts advertising onto mobile phones.
Ross declined to specify the capitalisation of the restructured private company which has offices in
New York, Auckland, Los Angeles, Shanghai, Hong Kong and India.
But he confirmed that Derek and Geoffrey Handley, the brothers who formed the company in 2000, would control it.
Hyperfactory was already working with big global brands, he said.
The company has developed swiftly since 2000 but his consortium would allow it to push ahead.
Ross said that his main role was in providing marketing expertise but said the company was more focused on technology.
He said Hyperfactory worked directly with advertisers finding solutions for getting brand communication onto the mobile phone screens - a medium he said was growing exponentially.
It would work directly with advertisers and as consultants to ad agencies Ross said the growth of 42 Below had been, in large part, through text-based marketing campaigns and he had become interested in the market as a result. Others in the consortium include former 42 chairman Grant Baker, former chief financial officer Stephen Sinclair, Rich Frank, the former president of Walt Disney Studios who was involved with 42 Below and has links in the American media sector, and business partner Paul Frank.
Hyperfactory chief executive Derek Handley said the investment would help the company grow.
Notable brands include Toyota, Motorola, Vodafone and Coke.
Ross said that in New Zealand, more than 80 per of all branded mobile activity is powered by The Hyperfactory.
They included text-to-win promotions to leading edge branded mobile channels on 3G - The Hyperfactory is the first port-of-call for brands.
Ross, a former advertising executive, has had huge success building the vodka brand through a mix of pitching it as a top-quality product, using irreverent advertising and publicity stunts.
Ross and the company's other shareholders sold the vodka producer to global drinks giant Bacardi in a $137 million deal sealed late last year.
