— Interpublic Starts Mobile Marketing Unit: Ad holding company Interpublic has formed Ansible, a mobile marketing agency, in a joint venture with tech company Velti. Ansible will be a stand-alone unit that will partner with agencies throughout the holding company and be a part of Interpublic’s recently created Futures Marketing Group. Vladimir Edelman, formerly of ad shop Soapbox Mobile, joins as CEO. Edelman was previous at Mobile ESPN Publishing and has held executive positions at CBS, FOX, Time Warner and MSNBC.
— More Ad Spend, More Blog Buzz: Marketers would do well to link traditional advertising and word of mouth campaigns, according to a joint study by Nielsen BuzzMetrics and Nielsen’s BASES research division. Among 80 consumer packaged goods brands launched within the past two years, the top 10 percent of products with the most buzz spent nearly $20 million in advertising. In comparison, the products that accounted for the bottom 50 percent of buzz generated spent roughly $5 million, or a quarter of what the most buzz-generating brands spent.
— Miller Brewing Sponsors Rock Hall Of Fame Content: Miller Brewing is working with the Rock and Roll Hall of Fame on a sponsorship campaign involving artist interviews and performances in major markets that will be shown on both entities’ respective websites. The campaign, which was managed by Miller’s interactive ad agency Digitas, also involves partnerships with Yahoo Music, MySpace and the online versions of Rolling Stone and Spin magazines to create microsites around the program.
— Universal Taps Google To Promote ‘Bourne’: Universal Pictures and Google are jointly promoting the summer sequel The Bourne Ultimatum with an interactive game. The Ultimate Search for Bourne With Google uses several Google products, including search, maps, images, translation and YouTube, to let players adopt the persona of Jason Bourne, the film’s protagonist. Players are given challenges each week at a dedicated Google site. In return, Universal will help tout several of Google’s lesser known products to moviegoers, such as Google Translation.