The new agency will be based in Zulu's offices, but is expected to build strategic partnerships with other Omnicom advertising and media agencies over time.
It will focus on creating marketing ideas that use mobile devices rather than on fulfilment of technology-based text or MMS campaigns, and will offer specialist mobile brand planning and creative as well as technical skills.
Ipsh has hired Craig Patton to be its managing director, Europe, and is planning further expansion into European markets. Patton has worked in various consulting roles and at Flytxt and Agency.com.
Martin Brooks, the Zulu chief executive, said he had looked at acquisition opportunities before deciding to bring Ipsh to Europe.
"Most of the existing UK mobile agencies are still focused on technology rather than on building brand ideas. We wanted to create an agency that can advise clients on mobile advertising, planning and buying as well as more traditional mobile marketing techniques," he said.
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