Ipsh Adds Mobile Media Planning, Buying

NEW YORK Ipsh said it has begun a media unit to help advertisers place brand messages in mobile media.

The media unit adds to the Omnicom Group mobile marketing agency’s offerings, which include creating and tracking mobile promotions for clients like Elizabeth Arden, British Airways and Disney.

The mobile media practice will plan and buy media on cell phones, mobile television and wireless games. It will also do creative work, including building landing pages and video clips designed for cell phone screens.

Shabnum Norling, a managing director at San Francisco-based Ipsh, will head the unit called FullServ-Ipsh.

“The mobile Web today is similar to the Internet in 1999, but growing at a much faster rate based on the lessons learned years ago,” said Ipsh CEO Nihal Mehta in a statement.

EMarketer projects U.S. mobile marketing spending of $218.7 million this year, reaching $434.3 million in 2009. In what the research firm terms the “most aggressive” scenario, mobile marketing spending will reach $760.4 million.

Omnicom bought five-year-old Ipsh in October 2005. It has offices in New York and Los Angeles.