Today, Y&R and Shazam announced a non-exclusive collaboration that would lead the progress of advertising in mobile industry. The partnership would include UP, a registered content and television production corporation. UP was part of Spark Plug, Y&R's innovation incubator.

The firms would work on a forthcoming Y&R customer initiative. They intended to provide mobile activation experiences and resolutions. This would increase the client communication with brands on "second screens" of every gadget.

Shazam was the world's foremost media engagement corporation with up to 350 million users. Conversely, Y&R was the world's iconic advertising agency with 90 years of experience.

"Smartphones are increasingly becoming essential to life -- a perfect bridge between the digital and physical worlds. We get and give information on our phones. We plan, shop, share, watch, travel, using them. There are huge opportunities to drive greater engagement among consumers with the right content and the right activation. That is why it is key to have great partners, which we have found in Shazam and UP," Global CEO of Y&R, David Sable, said.

"We are excited about the possibilities that will come out of our new partnership with Y&R and UP," Shazam's CEO, Rich Riley, stated. "Our proprietary technology enables brands to extend their 30-second ad into several minutes of engagement on mobile devices. By working directly with the creative teams, original and innovative campaigns with the reach of television can be combined with the power of second-screen interactivity to create unforgettable experiences. We are breaking new territory here and are collaborating with the right partners."