Former Search Works chief Hynes starts mobile agency

LONDON - Nick Hynes, former chief executive of The Search Works, has co-founded a new full-service mobile agency, Somo, targeting fast-moving consumer goods brands.

Hynes: co-founder of Somo mobile agency
Hynes: co-founder of Somo mobile agency

Hynes' partners in the new venture are Carl Uminski, former chief technical officer at Overture, and Simon Edelstyn, former director of syndication at Google.

The Soho-based start-up employs nine staff and will focus on servicing FMCG brands in the UK and abroad, delivering creative, media planning and buying functions.

Hynes said: "We were attracted to this area because mobile is like the Internet was in 1995; there is great opportunity. Big brand FMCG players haven't spent a large amount on digital, but the mobile phone will be a better medium for them with a different reach."

Hynes said the launch of Apple's iPhone had changed the mobile landscape, with mobile phones moving from being a handy device, to becoming an individual's personal computer.

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