The business unit will work with the network's current clients and draw from its pooled talent and resources. A head for the unit has been appointed but OMG said it wasn't yet ready to disclose the person's name and would only do so in a few weeks.
"Mobile is the least brandished weapon in the arsenal of connected media platforms in this region," commented Lee Smith, CEO platforms Asia-Pacific, adding that the initiative is aimed at bringing connectivity and accountabilty to mobile.
A spokesperson for OMG said that the decision to create a brand like Airwaves within OMG is to bring a more focused approach to mobile in Asia-Pacific.
Asia-Pacific's mobile revolution is an opportunity marketers cannot afford to ignore, said Barry Cupples, CEO, OMG Asia-Pacific. "Airwave has the best experts within the mobile industry that will supercharge our capabilities in this space, enhancing our value-proposition in the industry.”
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