AKQA, which has already run mobile campaigns, including one for Nike to promote its London 10K race, has formed a mobile marketing unit, AKQA Mobile, which will develop wireless strategies for clients, writes AdWeek. Daniel Rosen, a former Greenland exec based in AKQA's London office, will head the unit; he founded mobile marketing shop 12snap in 2000.

"We want to help our clients to create innovative digital product and services and compelling content," said Ajaz Ahmed, chairman of AKQA, in a statement. "We also want to work closely with the mobile networks and device makers and help create even more interest."