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Mobile Agency Launched

By Andrew Redfern @ 31st October 2008 10:52 am

Omnicom Group Inc. (“Omnicom”) (NYSE: OMC), the leading global advertising and marketing services group, today announced the formal launch of a global consultancy called Mobile Behavior. The new agency serves clients’ growing need to understand consumers’ mobile behavior and seamlessly incorporate mobile communications into their overall marketing and media mix.

“Omnicom has built its industry leadership by offering clients a truly comprehensive range of services and by consistently and creatively helping them take full advantage of the latest marketing channels and trends,” Omnicom President and Chief Executive Officer John D. Wren said. “This latest example of that winning formula builds upon our Youth and Mobile Marketing work already underway with clients around the globe, and expands our ability to address the entire mobile communications spectrum. 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.”

“Our lives are more mobile than ever, and the continuing progress of mobile technology is prompting a major shift in the way we think about and interact with media,” Wren noted. “This new agency capitalizes on the emergence of mobile as the most important consumer touch point of all time to globally connect brands and consumers in ways never before imagined — via interactive content and applications developed exclusively for mobile handsets.”

Wren called Mobile Behavior a major step toward enabling Omnicom to direct the adoption of mobile media, marketing, and advertising around the globe. He said the new firm is working with some of Omnicom’s largest agencies to help all of their 5,000 clients take the lead in mobile. “This truly organic wireless offering ensures that all Omnicom agencies can leverage their best talent and resources to take the lead in mobile and direct its future,” he said.

Mobile Behavior is led by Alan Rambam, widely recognized as a leading youth culture and mobile marketing visionary. Most recently, Rambam managed Omnicom’s Youth and Mobile Marketing practice, as well as the practice’s research and insights arm, Next Great Thing (NGT).

“Global mobile usage is exploding and, in many countries, outpacing consumption of traditional media, especially among youth,” said Rambam. “Youth remain the programmers of progress and their broad impact has accelerated as mobile has become the youth medium of choice. The opportunity now is for brands to establish an ongoing, interactive experience and appeal among a broad base of on-the-go consumers and constituents.

“Utilizing our deep insight into consumer behavior and emerging technologies, Mobile Behavior works with our Omnicom partners to engage consumers in a highly personal way through their mobile devices,” Rambam explained. “We execute campaigns that cohesively integrate custom-built and mobile-optimized devices, content, advertising, and experiences. Our programs also emphasize tracking and measurement, using relevant and unique predictive and behavioral targeting tools.”

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