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Omnicom’s Mobile Marketing Firm ipsh! Brings Fantasy Britney Spears To Cellphone Users In North America, Europe, The Middle East And Africa


Campaign for new fragrance marks the first global mobile advertising initiative to appear on mobile phones worldwide

San Francisco -- May 8, 2006 -- ipsh!, the North American leader in mobile marketing with over 500 implementations, announces the first-ever cross-continental mobile marketing campaign with Fantasy Britney Spears fragrance. The campaign marks a milestone in how marketing is done with a major brand using mobile technology to reach a global audience.

ipsh! produced Fantasy Britney Spears voice tones and mobile wallpapers that are accessible to consumers on four continents in six countries, including United Kingdom, Italy, Spain, South Africa, United States and United Arab Emirates.

The mobile component rounds out Elizabeth Arden’s global marketing and advertising campaign created by Goodby, Silverstein & Partners for Fantasy Britney Spears, which also includes television and Internet advertising. The mobile features are downloadable from the web site –

“As Britney Spears is a well-known global brand, it seemed only natural to implement a marketing campaign that itself was truly international in scale,” said Ron Rolleston, executive vice president of Elizabeth Arden. “In order to do so, we developed a program that allows consumers to engage with the mood and spirit of the fragrance regardless of where in the world they reside. By leveraging ipsh! technology we can reach a wider audience and all of Britney’s fans – both of her music and now of her fragrance. We are extremely excited about the large scale implementation and sophistication of the campaign.”

ipsh!, Omnicom’s mobile marketing agency, has been helping major brands with its mobile initiatives. Most recently, the agency worked with Discovery Channel to design and host a series of web pages, as well as text campaign and mobile sweepstakes for its “I Shouldn’t Be Alive” series.

“The Fantasy Britney Spears campaign is another example of how popular consumer goods and brands can seamlessly integrate mobile into their marketing efforts to initiate and foster customer loyalty and branding,” said Nihal Mehta, CEO and co-founder, ipsh!. “By offering mobile applications that are easily accessible, fans around the world feel more connected to Britney and to her products.”


About ipsh!

ipsh! is the North American leader in innovating, developing and deploying effective, turnkey mobile marketing solutions, with over 500 successful campaigns since the company’s inception in June 2001. Spanning technologies that encompass 1-way and 2-way SMS, alerts, promotions, ringtones, logos, pictures, wallpaper, screensavers, games, real-time voting/polling, chat, interactive TV, IVR (interactive voice response), premium SMS, MMS, and mobile video, ipsh! has dominated the media, entertainment and brand verticals with its proprietary PRISM platform. ipsh! is a wholly owned subsidiary of Omnicom Group Inc. For more information, visit

Omnicom Group Inc (NYSE: OMC – News: is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.


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