Global digital marketing company Next Fifteen has launched a specialised mobile marketing agency called Animo.
The mobile agency will be headed by Hugo Brailsford, who was previously head of mobile and telecoms EMEA at Weber Shandwick. Brailsford has 12 years of experience working directly with major mobile businesses.
As well as the personal specialist experience of the individual consultants in the business, insight will be driven from Animos custom developed mobile audience research panel, says the company. This panel consists of 25,000 people and will be used to create bespoke Animo Insight Maps (AIMs) for Animo customers.
AIMs will aim to provide detailed views of audience preference and brand performance on mobile, says the company.
Brailsford says: “Animo is passionate about delivering expert insight into how the mobile environment impacts everyday consumer and business life, and identifying practical opportunities to engage with audiences in new ways through and around mobile. Whether youre a company starting to do business through mobile, thinking about building mobile into marketing campaigns or looking to raise your profile within the mobile industry itself, we can help you engage with the audiences that matter most to you.” 
Tim Dyson, CEO of Next Fifteen Communications Group says he is excited about the potential for growth in Animo, and that Brailsford is the right man to run the business. “In Hugo, we have an expert marketer who is passionate about one of the worlds most dynamic markets; mobile. Given mobile is increasingly changing the way we think about and engage with the world around us, the time is right for Animo and its combination of in-depth mobile industry knowledge, audience insight research expertise and digital execution and engagement skills.”
Alongside AIMs, Animo services also include a Proposition Testbench that draws on an external board of mobile marketing and industry experts to develop compelling mobile strategy, positioning and messaging. Animo will also offer mobile product and service launch support and community insight and engagement services, says the company.
Guy Washer, Redshift MD and strategic advisor to Animo, says: “Mobile is an incredibly dynamic market in which consumer sentiment, behaviours and technical capabilities are changing almost every week. Combined with technology market research, community analytics and deeper-dive qualitative consumer studies, Animos mobile insight panel can deliver a unique and powerful view on mobile uptake and interaction tailored specifically to any business.”
