Omnicom Group has launched a new agency called Mobile Behavior to incorporate mobile communications into its clients' overall marketing and media mix. Oh thanks heavens. Omnicom has finally realized that phones are important enough to warrant a dedicated practice.

Mobile Behavior will be run by Alan Rambam, who has managed Omnicom's Youth and Mobile Marketing practice, as well as its research arm, Next Great Thing. Wait. Shit. Wait. Okay. Rambam's Next Great Thing blog is pretty darn great. Congrats to Omnicom for having very good taste.

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