SINGAPORE—Digital agency BBDO/Proximity and MobileBehavior, the Fleishman-Hillard spinoff helmed by youth marketing expert Alan Rambam, have forged an alliance that will offer clients of both Omnicom-owned agencies a fully integrated mobile marketing arm that combines the skill sets of each firm. MobileBehavior will immediately begin embedding new employees within BBDO/Proximity’s Asia-Pacific hub in Singapore.
The move is designed to build on the growth strategy and territory expansion plans announced by MobileBehavior last fall when Omnicom’s youth and mobile marketing group launched the specialty mobile marketing division. MobileBehavior will provide the platform for both agencies to integrate and operate a seamless mobile offering.
According to Proximity Asia regional managing director Richard Fraser: "This alliance creates a model that introduces a mobile competency on a level that is understandable and valuable to our clients, and fits seamlessly with our digital capabilities. It helps us connect the dots across the full range of mobile enablers, putting the mobile value chain to work for brands in innovative ways.”