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MobileBehavior joins Tribal DDB network

Tribal DDB Worldwide has aligned with Omnicom Group Inc.?s mobile marketing consultancy MobileBehavior, a sign that mobile has become a higher priority for brands.

The alignment marks the launch of a new center for Tribal DDB Worldwide in North America to serve clients? growing need to incorporate mobile communications into their overall marketing and media mix.

Alan Rambam, founder and president of MobileBehavior, will continue to lead the unit, a global mobile insights and marketing consultancy that has done work for brands such as AT&T, HP, Aviva and Gatorade. Mr. Rambam will report to Richard Guest, co-president of Tribal DDB U.S.

Mobile Marketer?s Dan Butcher interviewed Allison Mooney, director of emerging trends at MobileBehavior, New York. Here is what she had to say:

What is the strategy behind the alignment between Tribal DDB Worldwide and MobileBehavior? What are the synergies?
MobileBehavior and Tribal DDB New York have partnered on work for the Androgel brand, among other clients, and have worked together on numerous new business pitches.

In the course of these shared experiences, we discovered that Tribal DDB and MobileBehavior are a perfect fit for several reasons.

First, as a partner in Omnicom, we have had the pleasure of watching Tribal DDB?s approach and client work, and have found it to be the most impressive agency of its kind.

Tribal DDB wanted to align with MobileBehavior and further delve into mobile, particularly in terms of identifying leading-edge trends in mobile.

In addition to Tribal DDB?s existing planning expertise, creative firepower, scale and ability to execute, we feel that the agency?s overall approach to client work is the right match for our culture and for the plans that MobileBehavior has for the coming era in mobile.

Which Tribal DDB Worldwide clients are looking to ramp up their mobile initiatives?
We cannot disclose this information due to client requests?however, we are currently working with three brands on mobile solutions.

How will this move affect MobileBehavior?s current clients?
MobileBehavior is still able to pursue and maintain client relationships independent of Tribal DDB.

Final Take