• by Steve McClellan  @mp_mcclellan, August 5, 2011

In a move defined as both organizational and strategic, Aegis Media has launched a new mobile agency, Isobar Mobile, based in London.

While the full-service mobile shop is focused on the UK for now, the plan is to extend it throughout the Isobar network, 32 markets worldwide, and service clients at sister agencies, including media shops Carat and Vizeum, and search and social media specialist iProspect.

Aegis has been active in the space for some time. Mobile specialist firm Marvellous, which the holding company acquired a few years back, has been absorbed by the new entity.

Globally, mobile ad expenditures are still relatively small compared to more mature media. But growth expectations remain high and with most consumers embracing mobile in some form, marketers and their agencies are eager to expand their strategies and assets in the sector.

According to business consultant PriceWaterhouseCoopers, the sector's growth will be exceptionally strong through the next five years. PwC estimates that mobile advertising will exceed $3.5 billion in 2011. Annual growth will average nearly 25% through 2015 when ad expenditures in the space are predicted to reach nearly $8.7 billion.

Aegis' start-up mobile agency is being jointly run by a troika of executives that joined Aegis in June from competing UK mobile outfit Mobile Interactive Group. They are: creative director Christopher Smith, director of strategy Tim Dunn and commercial director Matt Jones. In addition to being the lead on creative, Smith is responsible for the overall operational management of the firm. Jones' duties include client services and business development.

The three executives report to Rob Horler, CEO Aegis Media UK.

Asked why the trio jumped to the holding company, Smith replied via email: "What attracted us to Aegis was the scale of its ambition, long-term view and expertise in digital." Mobile, he added, "is front of mind for brands because it's almost ubiquitous and offers immediate and contextual communication with their customers."

The shop, with an initial staff of 25 employees, will help clients define, shape and execute their mobile strategies, Smith said. "We've built a team that is capable of implementing strategies through expertise across campaign creative, innovation, design and user experience along with strong technical delivery capability," he added.

Smith said the agency had not yet formulated plans for its expansion to North America. "It's early days for us, so we're focused on the UK and building relationships throughout the Isobar network and other Aegis agencies."