NEW YORK—Alan Rambam, who managed Fleishman-Hillard’s youth and mobile marketing practice, as well as the practice’s research and insights arm, Next Great Thing, will launch a new global Omnicom consultancy, Mobile Behavior, that will serve clients' growing need to understand consumers’ mobile behavior and incorporate mobile communications into their overall marketing and media mix.
Mobile Behavior combines the insights and expertise of Omnicom’s youth and mobile marketing practice with the worldwide scope of the company’s advertising and marketing services agencies. According to Omnicom president and chief executive John Wren, the new firm “builds upon our youth and mobile marketing work already underway with clients around the globe, and expands our ability to address the entire mobile communications spectrum.”
He says Mobile Behavior will “connects the dots across the full range of mobile enablers,” including media, advertising, sponsors, supply chains, OEMs, carriers, application developers, and aggregators. He adds that the new firm is working with some of Omnicom’s largest agencies to help all of their 5,000 clients take the lead in mobile.
“Global mobile usage is exploding and, in many countries, outpacing consumption of traditional media, especially among youth,” said Rambam. “Youth remain the programmers of progress and their broad impact has accelerated as mobile has become the youth medium of choice. The opportunity now is for brands to establish an ongoing, interactive experience and appeal among a broad base of on-the-go consumers and constituents.
Based in New York, Mobile Behavior also is placing special focus on the Asia Pacific region.