NEW YORK: Omnicom Group launched a new agency based in New York that will focus on incorporating mobile communications into marketing plans and media strategy. The new firm, Mobile Behavior, will be managed by Fleishman-Hillard, but will partner with other Omnicom agencies, as well as work directly with client brand managers. Alan Rambam, former Fleishman SVP and senior partner, will lead Mobile Behavior as president.
The firm's first client is AT&T, according to Jason Newport, CMO and MD of Mobile Behavior. Newport was previously the VP of youth marketing at Fleishman. The firm's mission is to provide mobile marketing opportunities that exceed those offered by other agencies, where mobile strategy is often not a central part of the campaign, said Newport.
“A goal is to never be turned into a replicator of what countless other mobile marketing agencies have done, where [the mobile campaign is] a sweepstakes… or something additional that's nice to have,” he said.
Newport added, “There are a number of things in motion that haven't been announced quite yet in healthcare, automotive, music, publishing, and fashion.”