Mobile agency Mnet is rebranding to become Ansible as the agency repositions its capabilities in the rapidly evolving mobile technology and communications space.

The rebrand to Ansible, effective today, brings the business in line with IPG Mediabrands’ global roll out of the Ansible brand.

“We are repositioning the business with the recognition that mobility is integral to people’s lives, how brands should be connecting with consumers and how organisations should be embracing technology,” said Scott Player (pictured above), CEO of the newly named Ansible. “Mobility is no longer a channel. It is a lifestyle and business imperative that accelerates all aspects of people’s personal lives as well as the businesses and brands with which they associate. Ansible is now newly structured and focused on this reality.”

The new Ansible in Australia is positioned across three business pillars: Strategy and Consulting, which helps clients navigate the complex world of mobile communications and mobility-related technology; Enterprise Mobility, which develops bespoke mobile technology solutions to help solve enterprise challenges; and Mobile Marketing Solutions that build on the agency’s track record of effective mobile marketing solutions as evidenced by the breadth of industry recognition for its work.

Mnet was acquired by IPG Mediabrands in February 2013. In June last year, Scott Player was promoted to CEO as incumbent Travis Johnson was promoted to global head of mobile for IPG Mediabrands based in New York. Johnson is now leading the global roll out of Ansible and the Australian business now becomes part of a global network of over 300 mobile specialists across 18 offices in 11 countries

Danny Bass, CEO of IPG Mediabrands Australia said, “Scott and the now Ansible team consistently set world standards in mobile communications and in doing so are a highly successful and effective business. The latest evolution to Ansible and its new model brings greater future-facing opportunities for clients as mobility, in business terms, is simply a way of life.”