R/GA Formalizes Mobile Marketing Practice
Richard Ting leads the practice; Webster Lewin joins from WPP’s VM.
Richard Ting leads the practice; Webster Lewin joins from WPP’s VM.
R/GA has bundled its expertise in wireless, advergaming, and other emerging channels into a new practice called Mobile and Emerging Media/Applications (MEMA). The six-person team reports to VP and Executive Creative Director Richard Ting.
The establishment of the MEMA practice formalizes a basic structure that’s existed at the agency for some time, wherein a centralized group of mobile specialists service various accounts on the fly. “The account will own the project,” Ting told ClickZ News. “We’ll be fostering new ways of thinking about this space with the existing account team.”
Two new hires bolster MEMA’s efforts, including that of Webster Lewin as director of mobile marketing. Lewin joins from WPP’s VM, where he led the agency’s mobile marketing efforts and worked on accounts including Microsoft, MSN, Burger King, Colgate-Palmolive, and AMC Theatres. He’s also co-chair of the Mobile Marketing Association’s Mobile Marketing Strategies and Best Practices Committee. Claudia Bernett joins the group as an interaction designer.
While certain forms of mobile marketing are well established, such as the use of sweepstakes-driven SMS campaigns, others are ripe for experimentation.
“The integration of social media into mobile is a space everybody wants to sink their teeth into,” said Ting. “Being able to integrate mobile into a billboard is also important. You take a static format and give it more life. You can text a short code to a billboard and add a back story to this traditionally flat medium.”
R/GA’s mobile campaigns have included a text-to-billboard effort for Nike in Times Square, as well as work for L’Oreal and Nokia. MEMA will have its own facility within the R/GA building.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article