MUMBAI: Omnicom Media Group - Asia Pacific has launched a new mobile unit, Airwave.

Airwave is a specialist business unit which brings together the strategic and activation capabilities of OMD and PHD in the mobile space.

The new organisation aims to drive market-leading data, targeting and experiential capabilities across the dynamic media and devices segments in the region.

Platforms Asia Pacific CEO Lee Smith said, "Mobile is the least brandished weapon in the arsenal of connected media platforms in this region. Our relentless drive to empower all media with the connectivity and accountability of digital platforms is coming to life via mobile. We‘re very excited to position our fantastic talent inside a powerful nucleus like Airwave."

Omnicom Media Group APAC CEO Barry Cupples added, "Devices have become ubiquitous now, making the mobile revolution in Asia Pacific an opportunity that marketers cannot afford to ignore. As the fastest growing mobile market in the world, the Asia Pacific region is poised to be a dominant player in the global mobile marketplace. Airwave has the best experts within the mobile industry that will supercharge our capabilities in this space, enhancing our value-proposition in the industry."