Hamlin leaves Carat to run mobile marketing start-up

Carat International media and commercial director Dusan Hamlin is leaving the agency to establish an international mobile marketing company called Inside. He is understood to be in negotiations with Aegis, Carat's owner, to work with its clients.

Hamlin has already been instrumental in setting up a global football portal on mobile for Adidas, a Carat client. He managed the launch of the Adidas portal through Inside, the company of which he is founder and managing director.

Hamlin is working out his notice as a Carat employee, before taking up his role at the mobile marketing company full time. Aegis also owns Carat sister agency Vizeum and outdoor agency Posterscope.

The new company will aim to emulate the Adidas mobile football portal, which launched in March and serves the UK, Germany, France, Italy, Spain, China and the US.

The service offers free Premiership alerts, results, tables and fixtures to users via mobil and will be providing information for the forthcoming World Cup.

Adidas has estimated that by the end of the tournament, its branded portal will have become the most successful off-network mobile portal in the world. It hopes to secure 500,000 visits, 1.5 million impressions and 600,000 downloads by the end of the World Cup.

Richard Prenderville, head of global media at Adidas, said the benefit of the mobile portal is that it is "not waving the Adidas brand in our consumers' faces, but rather adding value to their lives by enabling easier and greater access to their passion; football mobile is a very important medium to us and is part of our much broader digital strategy".

Other agency networks have been investigating the marketing possibilities via mobile. At the beginning of last year, WPP took a minor development stake in mobile marketing agency Filter, through its out-of-home agency, Kinetic.

Filter provides the technology for Kinetic to distribute marketing messages via Bluetooth technology in outdoor adverts.

Hamlin declined to comment.

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