Omnicom creates new mobile agency

Posted by Erina Lin on October 31, 2008 at 6:28 PM

Omnicom Group is launching a new mobile practice to marry behavioral and mobile marketing, Media Post reported Thursday.

The new agency, named Mobile Behavior, is aimed to help advertisers better understand consumers' mobile behaviors, which hopefully can lead to more effective use of the mobile marketing channel in conjunction with other media.

The new practice will be lead by Alan Rambam, previously the head of Youth and Mobile Marketing. It will work with Omnicom's agencies on projects for advertisers, Media Post reported.

According to Omnicom President and Chief Executive Officer John D. Wren, "Mobile behavior connects the dots across the full range of mobile enablers - media, advertising, sponsors, supply chains, OEMs, carriers, application developers, aggregators - to make them all better and more relevant in new and innovative ways."

In the past few years, many global ad-holding companies have been aggressively building or acquiring cutting-edge mobile marketing practices.

In May 2008, Publicis announced the partnership between its special innovation-focused Denuo shop and GoldSpot, a firm specialising in mobile marketing research, which was aimed to provide more effective dynamic integration of ads in mobile video content, Media Post reported.