WPP has united several of its operating companies to form a new Australian mobile division, to identify and exploit opportunities in the burgeoning mobile marketing area.
Partners in the Mobile Alliance will include Y&R Brands, Group M, Grey, STW Communications, 24/7 Real Media and Icon Mobile.
The new group will be chaired by Y&R Brands chief executive Matt McGrath, who said the new partnership would use the resources of the WPP group.
He said: “There has been widespread debate in the industry as to whether marketers are ready and willing to buy into this channel. But any new venture requires pioneers and those who are prepared to invest and learn will gain first mover advantage.”
McGrath added: “We’re learning what consumers are interested in, how and when they want it and the format in which it should be programmed. Companies in the Mobile Alliance have done numerous mobile campaigns recently and we are developing significant insights into how this channel is developing.”
WPP Mobile Alliance now wants the industry to develop navigation tools that make it easier for consumers to access content, as well as standard metrics and units for formats and sizing of advertising. Once these things are in place marketers will be able to seamlessly integrate mobile ads into their broader marketing campaigns, McGrath said.
