Omnicom Media Group goes mobile with Airwave

The new business unit will help drive market leading data, targeting and experiential capabilities across the dynamic media and devices segments in the region.

Omnicom Media Group, Asia Pacific has announced the launch of Airwave, a newly formed specialist business unit which brings together the strategic and activation capabilities of OMD and PHD in the mobile space. The new organisation will help drive market leading data, targeting and experiential capabilities across the dynamic media and devices segments in the region. The mandate of the new unit is to help drive more value from clients' current media investments by bridging experiences through mobile, and to further enhance powerful data sets.

Commenting on the launch of Airwave, Lee Smith, CEO, platforms, Asia Pacific, says, "Mobile is the least brandished weapon in the arsenal of connected media platforms in this region. Our relentless drive to empower all media with the connectivity and accountability of digital platforms is coming to life via mobile. We're very excited to position our fantastic talent inside a powerful nucleus like Airwave."

The new unit will be headquartered in Singapore, with local market capabilities, relationships and integrated activation within planning teams, and will work across all OMD and PHD clients in the region.

Barry Cupples, CEO, Omnicom Media Group Asia Pacific, adds, "Devices have become ubiquitous now, making the mobile revolution in Asia Pacific an opportunity that marketers cannot afford to ignore. As the fastest growing mobile market in the world, the Asia Pacific region is poised to be a dominant player in the global mobile marketplace. Airwave has the best experts within the mobile industry that will supercharge our capabilities in this space, enhancing our value-proposition in the industry."