©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Ad Age, 7/27/10
Omnicom Group’s OMD is launching a mobile-marketing consultancy called Airwave in a bid to help clients map out long-term mobile strategies.
The announcement comes on the heels of CEO John Wren’s promise that Omnicom would “continue to focus on expanding our digital capabilities” during the holding company’s second-quarter earnings call.
OMD said Airwave — sold to clients at an additional cost — will develop mobile “attack plans” and provide counsel on client staffing, technology infrastructure, innovation and analytics as they relate to a client’s mobile division. The unit will also manage planning and buying of mobile media.
Airwave will be run from Los Angeles by Joao Machado, previously a mobile strategy specialist at AT&T and former director of digital at WPP’s Mindshare. Mr. Machado will report to Jon Haber, U.S. director of OMD’s Ignition Factory.