Ad holding company Publicis has acquired European-based mobile ad shop Phonevalley, reports Adweek.

Phonevalley, founded seven years ago, handles both creative and media buying duties for its clients' mobile campaigns. That includes both text and display ads, as well as building mobile applications.

Publicis will make Phonevalley the mobile division of Publicis Groupe Media, responsible for pitching mobile executions as part of larger campaigns. It will continue to operate as an independent agency but collaborate with other Publicis shops.