US mobile agency ipsh! part of the Omnicom Group, has launched Fullserv-ipsh!, a mobile media planning and buying division. The move enables advertisers and brands to plan and buy across all forms of mobile media, including WAP, Mobile TV and mobile games. The new division provides media strategy, planning, buying and creative expertise for all forms of mobile advertising and marketing.
FullServ-ipsh! services include planning mobile media advertising opportunities; negotiating and buying; comprehensive measurement; optimising and reporting. The agency will also integrate mobile with all other media channels. 
Planning can be as targeted with reference to handset, carrier, area code, Zip code, basic demographic, income level, gender, and in some instances, location. Additionally, FullServ-ipsh! will handle the creative process, including WAP site development.
The inability to buy mobile media space in the same way as space is sold in other channels is often cited as one of the barriers holding back the development of the mobile channel for marketing, so it will be interesting to see what sort of take-up Full-Serv-ipsh! enjoys in the States.
Increasingly, major brands across all verticals from the Discovery Channel to Britney Spears to Ernst & Young are including mobile in their marketing and advertising campaigns to acquire customers, increase awareness and build loyalty, says ipsh! Managing Director Shabnum Norling, who will oversee the new division.  Moreover, the wireless Internet is starting to gain significant traffic, with an estimated 500 million impressions served by WAP advertising engines just last month, according to our stats.
ipsh! CEO Nihal Mehta adds:
The mobile web in the U.S. today is similar to the Internet in 1998, but growing at a much faster rate, based on lessons learned years ago. As a full-service mobile marketing agency, its our responsibility to aggregate all these burgeoning mobile media advertising opportunities, and recommend the best strategy to our clients. Media formats for advertising have quadrupled since the basic radio, TV and print, so the least we can do with FullServ-ipsh! is simplify all the mobile options with a one-stop shop experience.
ipsh! has to date implemented more than 550 mobile marketing campaigns, for brands including Discovery Channel, McDonalds and Disney.