The World: Sydney - New WPP mobile marketing division is formed

Sir Martin Sorrell's WPP has united several of its Australian operations to form a new division to identify and exploit mobile marketing opportunities.

The partners in the new group, called WPP Mobile Alliance, will include Y&R Brands, GroupM, Grey, STW Communications, 24/7 Real Media and Icon Mobile.

It will be chaired by Matt McGrath, the Y&R Brands chief executive. He said: "There has been widespread debate in the industry as to whether or not marketers are ready and willing to buy into this channel. But any new venture requires pioneers, and those who are prepared to invest and learn will gain first-mover advantage."