Interactive agency R/GA has added a mobile marketing division to deliver to consumers, wherever they might be, the interactive brand experiences that the agency creates.
R/GA CEO Bob Greenberg said the Mobile and Emerging Media/Applications (MEMA) practice would become an integral part of the agency's offerings, on par with copyrighting and strategy, AdWeek reports. "It's going to be very big," he said. "All of our clients are looking to do work in this area."
The new six-person MEMA team reports to VP and Executive Creative Director Richard Ting, writes ClickZ. Two new hires are intended to bolster the mobile effort, including Webster Lewin as director of mobile marketing; he joins from WPP's VM and is co-chair of the Mobile Marketing Association's Mobile Marketing Strategies and Best Practices Committee. Claudia Bernett has joined the group as an interaction designer.
Interpublic Group's R/GA has created innovative campaigns with mobile elements before. R/GA's Nike iD campaign had a key wireless component, a design-your-own-shoe application that was made available to consumers via the Reuters sign in Times Square, allowing them to create a shoe design using their cell phones.
Mobile marketing is beginning to gain a foothold in the U.S. eMarketer projects U.S. mobile marketing spending will top $220 million next year, increasing to $435 million in 2009.