Greenaway said The Content Company would provide interactive and three-dimensional content for MMS (multimedia messaging services) or 3G. This includes branded icons, animated messages and subscription services. "The idea came three years ago, but it was ahead of its time. The timing is right now, because the desire for three-dimensional content is huge," said Greenaway. "There are companies in Japan and Korea (offer the service) but really there is no competition at all.
Mobile content is "at the cusp of a quantum leap forward", he said. After voice and SMS, MMS is the next evolution in mobile communications. According to data compiled by Jupiter Research, MMS is expected to generate US$2.7 billion revenue this year globally.
Tim Isaac, vice-chairman Asia-Pacific, who also now oversees Ogilvy Singapore as group chairman, said of Ogilvy's equity stake in The Content Company: "It is not particularly normal, but Andy absolutely wanted to do it and we decided it was a good idea."
Greenaway joined Ogilvy in 1984.