AdAge published a prescient trend piece on the increasing number of ad agencies launching mobile marketing-specific initiatives. Featured was a former colleague of mine and ex-MobiTV CMO Dave Whetstone … we worked with Dave very briefly … when he was at WebEx. Dave later went on to MobiTV but his real claim to fame is that he helped pioneer the MVNO concept as one of the co-founders of Virgin Mobile. Prior to that he was a marketing executive with AirTouch Cellular which turned into Verizon Wireless. I can’t think of anyone more qualified to help Publicis & Hal Riney crack the code when it comes to mobile advertising.

A second article details Procter and Gamble’s first foray into mobile marketing with a campaign for toothpaste company Crest. P&G is teaming up with mobile marketing firm Flytext for the Crest campaign which targets club-goers with an “Irresistibility IQ” quiz. The campaign will advertise on bar napkins and in bathrooms to get users to opt-in to take the quiz via short codes. P&G plans to launch other mobile campaigns by the end of the year.

Relevant Links

  • Read this trend piece from Ad Age … announcing Assembly and Dave Whetstone’s role
  • Take a look at the from article on P&G from Ad Age
  • If you can only read one article on the evolution of advertising and other media this year, make it this one published in Strategy + Business Summer 2006{note0} by principals and consultants at Booz Allen Hamilton.

Based on reporting provided at Fierce Mobile Content June 19, 2006

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