Omnicom Launches Mobile Behavior Agency

Advertising and marketing group Omnicom has launched a global consultancy to improve advertisers' understanding of consumers' mobile behaviors, and incorporate mobile communications into their overall marketing and media mix.

The new Mobile Behavior agency combines insights gathered from Omnicom's Youth and Mobile Marketing practice, with the global reach of its various advertising and marketing agencies.

Its programs will include tracking and measurement, using predictive and behavioral targeting techniques and tools such as behavioural modeling, syndicated research and analysis, trend reporting, and global mobile research panels.

Youth trends specialist Alan Rambam will lead the firm, having most recently managed Omnicom's Youth and Mobile Marketing practice, as well as the practice's research and insights arm, Next Great Thing (NGT).

'Utilizing our deep insight into consumer behavior and emerging technologies, Mobile Behavior works with our Omnicom partners to engage consumers in a highly personal way through their mobile devices,' Rambam explained.

The new firm is already working with some of Omnicom's largest agencies to help all of their 5,000 clients take the lead in mobile.

Based in New York, Mobile Behavior is also focussing on the Asia Pacific region.

Omnicom recently combined its data and analytics agency Targetbase with its creative agency Claydon Heeley, to offer 'creative consumer science' services across Europe.

Web sites: www.omnicomgroup.com and www.mobilebehavior.com .