coming-to-america-s.jpgMobext To Lead US Mobile Charge for Paris-Based Holding Company.

Havas, the world’s sixth largest media agency holding company, is opening up a Boston office for Mobext, it’s mobile advertising and services agency. Mobext currently has offices in Brazil, France, Mexico and Spain. Phuc Truong, formerly of “mobile shopper” firm MobileLime (now Modiv), was named as Managing Director of Mobext’s Boston office.

The move will complement Havas’ existing North American digital media agencies, such as Media Contacts, MPG, and Euro RSCG. “Edward Montes, who has been serving as regional manager of Havas’ Media Contacts North America unit, has been tapped as regional manager of Havas Digital North America, and will oversee both Media Contacts, as well as.. Mobext,” this according to MediaPost.

Mobext presents itself as a full service mobile marketing agency, with services ranging from “Strategy, Mobile Internet Consulting & Development, Mobile Video, WAP Advertising, MCommerce Strategic Approach, Advanced Messaging Services (SMS & MMS), Content, Services & Applications, 3G Marketing [and] Bluetooth (Proximity Marketing).” While its not clear which (if any) of these services Mobext outsources outright, it is likely well-positioned inside Havas’ North American operations to capture mobile marketing business from its sister agencies, including attractive US clients such as Dos Equis (Euro RSCG).

Mobext lists Volkswagen, Barclays and Caja Madrid among its clients.

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