• Adweek, Monday, September 20, 2010 12:41 AM

Omnicom Group's Tribal DDB is beefing up its mobile marketing capabilities by aligning with specialist MobileBehavior, also part of Omnicom. Six-person MobileBehavior, which provides strategy and user experience consulting for brands, will continue to serve its own clients. Now, it will move into Tribal's New York office to serve as its North America center of excellence for mobile. Tribal already has mobile specialty offerings in Hamburg, Germany, and Tokyo.

Clients have increasingly asked for mobile strategies, said Rich Guest, Tribal U.S. co-president, with a particular surge of interest in the past six months. Tribal has devised and executed mobile programs for clients -- the High Five League iPhone app for Bud Light and Big Pak for Wrigley's Orbit, for example -- but it needed dedicated expertise.

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