Omnicom Launches Mobile Consultancy at OMD Airwave Unit to be Led by Former AT&T Mobile Strategist

©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.

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