Mobile content firm Pitch Entertainment Group - which previously used Hotwire - has created what it claims is the first MySpace-style networking service for handsets.
Users agree to accept three advertising messages a week, and in return gain access to a variety of features.
Braben senior account manager Fiona Chow said: ‘It is aimed at 16 to 24-year-olds, and the gender split is roughly 50:50. Pitch is taking advantage of the interest in social networking.'
Service users can build their own mobile home page, complete with a unique user name and inbox, from which they can send messages to friends or groups.
The trade side of Braben's brief involves attracting the advertisers that fund the service, which users receive for free by texting 87000.
On the consumer side, Braben will oversee campaigns to raise awareness among mobile users and the mobile industry itself. Braben will also promote Pitch's other offerings, which include videos, games, ringtones and screensavers.
Braben reports to Pitch COO Martin Bowley, who joined earlier this year. He was formerly chief executive of Carlton Media Sales and is the chairman of the British TV Advertising Awards.
The rise of online networking has presented a rich vein of clients for tech agencies. Last month, Bite Communications won a brief with networking site iSporty (PRWeek, 16 Feb). Last year, Freud Communications and Edelman won MySpace's first UK briefs.