Best known for releasing text message statistics, the MDA wants to broaden awareness of what it represents as an organisation, and has hired Switch Communications.
‘We want to be seen as the expert on all things mobile,’ said V-P Steve Reynolds.
Switch director Paul Doran said: ‘Large businesses often have IT departments to help workers set up new mobile technology.
We want to target small businesses and consumers in order to help them discover the potential of mobile devices.’
The MDA will seek to encourage more people to use ‘mobile email’ – while 60 per cent of phones support this technology, only ten per cent of people currently use it.
The agency will also disseminate the results of a survey – due out next month – on barriers to mobile technology adoption within local government.
Switch bagged the account following a five-way pitch late last year. The MDA was advised for the previous nine years by KMA.
Doran set up Switch with former Joe Public Relations MD Matt Wood just under 18 months ago (PRWeek, 23 Sep 2005). He is now running the enterprise as its sole director after Wood departed last year (PRWeek, 11 May 2006).