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R/GA considers itself one of the early agencies pushing for innovation and experimentation. With the mobile ecosystem’s growth, plenty of brands now get the idea of mobile and the role it plays in multichannel marketing.

“These are the same brands that understood during the early years of the Web that it was not a dumping ground for repurposed TV commercials,” Mr. Ting said. “Each medium has unique qualities and strengths and, when leveraged correctly, can amplify brand messages and experiences.

“Those who capitalize on mobile’s unique ability to interact with consumers in a specific time and location will have the most success, which is an area that we’re heavily invested in with our clients,” he said.

“There are still brands that are late adopters and are beginning to dabble in the space with small budgets that yield small initiatives and returns. It’s essential that they integrate the medium into their holistic marketing efforts.”

As with the Internet in its early years, mobile offers untapped potential for brands to build and deepen their relationship with consumers on what is possibly the most personal communications channel.

Mobile also gives legs to channels including the wired Internet, television, coupons, print and radio.

Meanwhile, Mr. Edwards’ promotion within the mobile practice is meant to help R/GA identify business opportunities for new and existing clients, as well as niches for the agency to enter.

One of Mr. Edwards’ mandates is to showcase how mobile works not only as a direct marketing medium but also for branding purposes. Recent R/GA work for Nike is illustrative of this approach.

For example, the Nike Training Club iPhone application targeted women seeking a fun workout experience that they can take with them on the go. The application has more than 70 customized workout videos and includes a social component to let users challenge friends to join.

Such a mobile value-added service can not only attract new consumers, but also creates a deeper affinity with existing clientele, per R/GA.

“There are many industry pundits who claim that mobile is better served as a direct marketing channel, given its ability to generate and track customer responses to advertising, promotions and retail offers,” Mr. Edwards said.

“We do not deny the fact that mobile can be extremely effective as a direct marketing channel,” he said. “However, we also strongly feel that when utilized appropriately, mobile can be leveraged as a branding medium and can create significant lifts in brand affinity and brand recall.”

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