IPG launches mobile marketing agency

Interpublic has formed Ansible, a dedicated mobile marketing agency, in a joint venture with Velti, a leading mobile technology provider. Ansible will be a stand-alone unit that will partner with agencies throughout the holding company and be a part of Interpublic's recently created Futures Marketing Group.

Ansible will be led by Vladimir Edelman as CEO. A mobile marketing veteran, Mr. Edelman joins the company from Soapbox Mobile, where he was CEO. Larry Harris, formerly EVP/director of integrated marketing for Draftfcb, will join Ansible as president. Harris most recently led the Interpublic/Facebook.com collaborative team. Prior to Draftfcb, Harris founded and ran FCBi Digital, where he led online strategies and creative development for a broad array of clients, including AT&T, HP, Merck, MetLife, JPMorganChase and Qwest.

Based in NYC, Ansible will be a provider of mobile marketing solutions to Interpublic agencies and clients. The company will operate in North America, Europe and Asia and will utilize Velti's proprietary services and mobile marketing technology in all markets.

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