Omnicom Group Launches Mobile Behavior Agency


Omnicom Group, an advertising and marketing holding company, said it is launching a new unit called the “Mobile Behavior” agency, which aims to bring together its behavioral targeting expertise with mobile marketing, reports MediaPost. The idea is that if advertisers can better understand a consumers’ behavior on the mobile phone, then they can more effectively market to them. Alan Rambam, formerly the head of Youth and Mobile Marketing, will run the new unit and will tap into the company’s various advertising and marketing agencies. The decision to form a new mobile-specialized unit now is interesting, given that about two weeks ago Jean-Paul Edwards, executive director at Manning Gottlieb OMD, which is part of Omnicom, told the Financial Times that in this economic climate, advertisers will pull away from mobile advertising, and

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