Atmosphere BBDO Adds Mobile Practice

Interactive agency Atmosphere BBDO is expanding its focus to target mobile devices and has hired on a former ipsh! executive to lead its charge onto the third screen.

The interactive arm of Omnicom-owned BBDO has hired David Bear as executive director, mobile, to lead Atmosphere’s wireless efforts. Bear was VP of business development at sister Omnicom agency ipsh!, a mobile specialist, in New York.

Atmosphere BBDO’s CEO and Chief Creative Officer, Andreas Combuechen, determined the time is right to open a mobile practice within his agency partly after observing the increases in revenue from data services at client Cingular Wireless, which has merged with AT&T. Atmosphere has assisted Cingular with its online efforts.

“The change in usage behavior in the U.S., which is obviously lagging behind Europe and Asia… is what’s compelling to us,” said Combuechen.

He also said the recent acquisition by AOL of Third Screen Media was indicative of the momentum in the mobile marketing space. “No doubt the commitment they have is significant. That just helps the category overall. If companies like AOL are engaging and making an investment in the space it helps the entire business,” he said.

As Bear comes on board this week, Combuechen said Atmosphere will “test ideas with our current client base first.”

“Ultimately it’s about innovation and really amping up the creative in this area. Given the devices and the iPhones and what have you, all this stuff that is going to launch, it will give us some opportunities there. “