Executives from Interpublic Group of Companies Inc.'s Marketing Drive Worldwide unit formed their own wireless-marketing firm.
Called Mynamics, the firm has offices in London; Essex, CT; and Sydney, Australia. Mark Timbrell will lead as CEO, based in London. Wes Bray is U.S. CEO in Essex.
Entercom Access, the nation's No. 3 carrier of radio stations, is among Mynamics' first clients. The firm is to create interactive marketing programs for Entercom stations using text messaging and online content.
Mynamics will use technology from affiliates like (M)forma, a Seattle developer of cell phone content licensing and development; Txt Talk, a specialist in local market mobile program radio execution; and Knowledge Point, a provider of staff for live, interactive chats.
The firm will work directly with marketers as well as advertising and promotions agencies to wrap wireless-marketing programs into their marketing.
Funding for Mynamics comes from eFund LLC, a Seattle-based investment partnership that had stakes in InfoSpace and AT&T Wireless.