Amp'd Mobile retains Taxi
By Adnews Staff
Amp'd Mobile has appointed the New York office of Taxi Advertising its advertising and marketing communications agency of record. The firm will handle the launch the Amp'd Mobile brand in the U.S. This will involve a multimedia campaign aimed at 18- to 35-year-old wireless users. Amp'd Mobile describes itself as a "Mobile Virtual Network Operator." It will offer traditional cell phone services and incorporate a special user interface that will deliver music, lifestyle, entertainment, sports and gaming content. "We looked at a lot of agencies other, both big and small, and I really liked the approach Taxi came up with to launch our brand here in the U.S.," said Peter Adderton, CEO of Amp'd Mobile. "We're looking to do something very different with Amp'd. Not only will we be a hybrid media-wireless company, but we're also going to create a whole new buying experience and leverage the online space much more than any other carrier out there. I like that Taxi has done some innovative work in Canada, but they'll be growing and establishing themselves in the U.S. at the same time we are - two pioneers re-creating the wireless experience."