CAMPAIGN-I: AMX-WGi wins Hewlett Packard mobile work

AMX Wnek Gosper Interaction has won the global digital account for Hewlett Packard's new 'bazaars', its mobile e-services viewing centres.

AMX Wnek Gosper Interaction has won the global digital account for Hewlett Packard's new 'bazaars', its mobile e-services viewing centres.

The agency pitched for the work against Razorfish, Icon Medialab, Adcore and Cell Networks.

The HP initiative aims to globally promote emerging mobile technologies.

It will involve building four physical 'bazaar' locations in California, Tokyo, Helsinki and Singapore, at which people will be able to experiment with new mobile technologies.

AMX-WGi's task is to develop the web presence for the initiative. The account will be co-ordinated globally from the agency's London offices.

AMX-WGi is a joint venture between two Havas companies: the new-media agency AMX Studios and Euro RSCG Wnek Gosper Interaction, which launched last year (Campaign, 4 August). The global account is the first big win for the venture.

Simon O'Regan, the technical director at AMX Studios, said the HP initiative has three main objectives. First, to explore how it can use its technology to enable mobile platforms; second, to bring together third parties, such as mobile network operators and handset manufacturers, to discuss the progress of the mobile market; and third, to provide a physical showcase for mobile technologies, so that manufacturers can show off their products and potential customers can experiment with them.

Alasdair Scott, the interactive director at AMX, said: 'The project will have a very large web presence, which will allow people to talk to each other through an intranet and an extranet. Mobile is a very groovy market to be in and is growing rapidly, and we are keen to be up there pitching against the likes of Icon Medialab and Razorfish.'

AMX-WGi has already developed the first basic web presence for the initiative and is working on the second stage - a more advanced, interactive website.

The project will launch in full in February.



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