Called Yodel Digital, the agency will plan and buy advertising and search campaigns in the mobile internet space. Justyn Lucas, a former director at Media Campaign, will run Yodel as its managing partner. Mick Rigby, the managing partner at Monkey, will be the chairman, while Mike McLaughlin, Monkey's financial director, takes the role of commercial director.
The agency has signed up the mobile gaming company Cecure as one of its launch clients. Yodel is also working with rugby union's Guinness Premiership, and will work alongside Yahoo! and Vodafone on building partnerships with advertisers.