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BtoB

Omnicom Group launches mobile agency

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New York—Advertising and marketing conglomerate Omnicom Group has launched a new agency called Mobile Behavior to incorporate mobile communications into its clients’ overall marketing and media mix.

Mobile Behavior will be run by Alan Rambam, who has managed Omnicom’s Youth and Mobile Marketing practice, as well as its research arm, Next Great Thing.

Omnicom is emphasizing the large scale provided by Mobile Behavior’s relationships with existing networks and carriers.

—Christopher Hosford

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