Omnicom's ipsh has launched a media division, FullServ-ipsh, which will offer media strategy, planning and buying services for ad placements in various wireless environments, reports ClickZ. It will also offer measurement, optimization, reporting and creative services, including WAP site and mobile video development. Offline and online campaign integration will be via Omnicom sister agencies.

"People are increasingly using the mobile internet on their phone," Nihal Mehta, ipsh CEO, is quoted as saying. "Everything we learned on the internet is going to be applied here," including various display units, though at present it's mostly text listings, he says.

Until now, ipsh has focused mainly on promotions, sweepstakes, ringtone giveaways and other tactics that drive actions via mobile from offline and online prompts.