Blyk plans to revolutionise the mobile sector by offering a service entirely funded by advertising.
The Helsinki and London-based company is headed by ex-Nokia CEO Pekka Ala-Pietila. It counts one of
Europe's top venture-capital firms, Sofinnova - and Hasso Plattner, the billionaire chairman of German software provider SAP - among its backers.
The PRactice will run a consumer PR campaign, targeting 16 to 24-year-olds.Karen Keany heads the Blyk account at The PRactice.