Interesting announcement from Kinetic  that they should create a specific business for Mobile – called, unsurprisingly, ‘Kinetic Mobile’
Targeting first the UK and US markets it’s intriguing that they see this as a standalone business but not (yet at least) digital out of home, at least regard screens,
The press release makes note of the new heads of UK and US operations…
Kinetic Mobile will operate from London and New York. Michael Collins, who will be based in New York, has been appointed as Global CEO and joined Kinetic in September 2007 from Refresh Mobile. Meanwhile in the UK, Todd Tran has been appointed as Managing Director for Kinetic Mobile. He joins from leading mobile services company Minick, where he was MD for their UK and North America operations. Prior to MINICK, Tran also served as MD at Flytxt, a leading mobile marketing company, and as a strategy consultant at Bain & Company.
Kinetic Mobile will cover the wide range of mobile advertising opportunities – SMS, MMS, mobile internet and wireless services such as WiFi and Bluetooth.
Kinetic is the leading Out Of Home media agency, 50% owned by Kinetic management and 50% owned by WPP. Kinetic is led by global CEO, Eric Newnham and the Kinetic management team. Kinetic offers clients wide-ranging specialist expertise through its complementary service divisions, including Aviator, Immediate Intelligence, Destination Media Group, Target:Health, Kinetic Mobile and Hi Resolution. Kinetic employs over 900 professionals across 42 offices including the UK and US. The agency has global billings of US$4.4 billion.