An article in PR Week explained how Omnicom is starting a new agency that is based on mobile communications. The new firm, Mobile Behavior, "will focus on incorporating mobile communications into marketing plans and media strategy."
I'm a little confused as to why a new agency needs to be created in order to do this. I feel all marketing/PR professionals should be moving in this direction. Mobile communications should be a focus of all of those in the communication profession.
Maybe having an agency focus on it directly will help put them further.
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