Global media investment management firm Group M has created an alliance with mobile technology provider Celltick to develop a joint mobile advertising venture in the Asia Pacific Region for cellphone idle screens. The two companies will promote each other as “preferred” partners, with Group M promoting Celltick’s LiveScreen Media as idle screen advertising solution of choice, while Celltick will promote Group M as its preferred media partner for advertising inventory on operator platforms using Celltick’s idle screen platform. NMA.co.uk reports that Group M is looking to form a “series of alliances” with mobile firms as the channel becomes an “important strategic direction.” Celltick has been running campaigns in the Asia Pacific region for a year now, and has signed on 25 mobile operators throughout the world as customers (release).