GroupM China, which serves as the parent of several WPP media agencies, has inked a deal to make Chinese mobile ad network Madhouse its preferred mobile marketing partner.

The new service, dubbed GroupM Mobile Powered by Madhouse, will provide integrated marketing solutions for clients of GroupM media agencies Mindshare, MediaCom, Mediaedge:cia and MAXUS.

Madhouse's mobile ad-serving platform lets advertisers target mobile phone users and create mobile marketing solutions that leverage their existing media investments. Its MadNetwork covers over 75% of China's mobile Internet traffic.

"The launch of 'GroupM Mobile Powered by Madhouse' is a positive sign that there is a growing number of advertisers and agencies that understands the potential and effectiveness of mobile marketing," Madhouse founder and CEO Joshua Maa said of the deal. "By further strengthening our partnerships with leading advertising agencies, we will continue to increase the number of advertisers that use the mobile media, and grow the mobile marketing sector in China."