NEW YORK AKQA said it has formed a mobile marketing unit, designed to develop wireless strategies for clients to reach their consumers in that emerging digital medium.
AKQA Mobile is headed by Daniel Rosen, a former executive at United Kingdom agency Greenland who is based in the San Francisco Web shop's London office. Rosen founded his own mobile marketing shop, 12snap, in 2000.
"We want to help our clients to create innovative digital product and services and compelling content," said Ajaz Ahmed, chairman of AKQA, in an statement. "We also want to work closely with the mobile networks and device makers and help create even more interest."
Mobile marketing is still a small market, particularly in the United States. Yet that is likely to change. A survey released last month by Airwide Solutions, a wireless infrastruture provider, found 89 percent of 50 brand advertisers said they would use mobile marketing by 2008, and in five years, half expected to spend between 5 and 25 percent of their marketing budget that way.
AKQA has already run mobile campaigns, including a text messaging push for Nike to promote its London 10-kilometer race. It also partnered with Orange to let finishers of the race receive a video of them crossing the finishing line on their phones.