Amp’d Mobile, looking to ramp up subscribers and bring in revenue from advertising, has placed its $35 million advertising account into review.
A company spokeswoman said the marketer’s ad agency Taxi, which launched the brand, will not participate in the review. She declined further comment.
Jane Hope, Taxi’s co-founder and executive creative director for design, said the agency “launched the brand from obscurity to recognition.” Amp’d asked the shop to open a Los Angeles office, but the agency declined. “We’re fresh in New York and wanted to focus our efforts here at this time,” she said.
Select Resources International, Santa Monica, Calif., is handling the MVNO’s search for a new marketing agency.
Amp’d counted 100,000 subscribers as of the end of last year. The carrier is currently working on expanding its retail distribution and handset portfolio.
Amp’d is also taking the lead in drumming up advertising revenue on its phones. Earlier this month, Amp’d announced plans with Medio Systems to offer marketers targeted search and text messages based on user demographics, click-through history and other behavioral-trend analysis. Marketers currently advertising on Amp’d include Procter & Gamble, Burger King and the U.S. Navy.
Amp’d is a mobile virtual network operator running through Verizon Wireless’ network. TNS Media Intelligence put Amp’d spending at $35 million for 2006.
Alice Z. Cuneo is a reporter for Advertising Age, a sister publication to RCR Wireless News. Both publications are owned by Crain Communications Inc.
