Rambam to expand Omnicom's mobile research

US-- Ad and marketing group Omnicom is expanding its mobile research activities through the launch of a new consultancy, Mobile Behavior.

Alan Rambam, who until now headed Omnicom's youth and mobile practice and its research arm Next Great Thing, has taken charge of the new agency, which plans to give the group's mobile marketing work “worldwide breadth”.

Its work will include behavioural modelling, syndicated research, mobile panels and trend reporting.

Rambam said: “Global mobile usage is exploding and, in many countries, outpacing consumption of traditional media, especially among youth. The opportunity now is for brands to establish an ongoing, interactive experience and appeal among a broad base of on-the-go consumers.”

The New York-based consultancy plans to place particular focus on the Asia Pacific region, which it said is playing a unique role in shaping the future of mobile marketing.

Author: Robert Bain