Mobile back-up service calls in Custard for support

A web start-up that offers a mobile back-up service has brought in PR support as it reaches out to bloggers and online media.

Campbell: promoted to MD role
Campbell: promoted to MD role

Mobyko allows users to store mobile phone content, including names, numbers, photos and videos, online for free. The company, which launched last year, has hired Custard PR to run a digital press office and drive registration numbers on the site.

Senior consultant Emma Bakker will oversee a team of six at the Loewy-owned consumer tech agency, reporting to Mobyko marketing manager Jamie Bowler.

Bowler said the idea for Mobyko came about when founder Julian Saunders was mugged at a bus stop and had his mobile phone stolen.

'He lost all his numbers and photos of his kids,' said Bowler. 'He found a niche market for mobile back-up. Now we're taking a complicated technology and consumerising it. If you lose your phone in a taxi, or buy a new handset, you can transfer all your numbers from one handset to another.'

Custard promoted director Stuart Campbell to the newly created role of managing director last month. The agency's roster of consumer tech clients includes instant messaging brand ICQ and fitness site

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