Interpublic, the worldwide marketing communications company, announced that it has formed a dedicated mobile marketing agency, Ansible, to work with all the IPG companies.

Ansible will be a provider of mobile marketing solutions to Interpublic agencies and clients around the world. The company will work with brands, agencies and content providers to develop and deploy mobile advertising and marketing programs.

Ansible is a joint venture with Velti, a platforms and services provider with experience in enabling mobile marketing, advertising and value-added services for advertising agencies & brands, media groups, mobile operators and large enterprises.

Over the past couple of years, a number of “mobile ad enabler” companies have established themselves by providing mobile expertise to existing ad agencies. The creation of Ansible is significant as it may indicate what path the major communication companies will take in the future to be able to address the mobile area.

This is also a strong indication that agencies are viewing mobile as an increasingly significant part of their business. According to Michael I. Roth, chairman and chief executive officer of Interpublic:

“Mobile is a crucial medium that increasingly bridges traditional media channels to provide fully integrated client solutions. The pace at which marketing dollars will flow to emerging media that are accountable and cost efficient will continue to accelerate. The power of mobile marketing can now be seamlessly incorporated into the multi-channel solutions that all of our companies must provide to our clients to meet their evolving needs.”

See full IPG press release here.