MUMBAI:  Rediffusion Y&R national creative director Chraneeta Mann and former Dentsu national creative director Nitin Suri have come together to form The Mob, a 'mobile first' agency, based out of Gurgaon.

"More and more communication is being consumed through the increasing plethora of devices available at our fingertips, allowing a convergence of brand speak, digital and interactive communication on what we call the 'personal screen' - our window to the way the world lives, buys, chats, works/networks and entertains itself today. The nuance of the mobile is very interactivity driven and weaving exceptional design and ease of interaction into the UI is essential today. We see a big opportunity in crafting content particularly for this space and hope to lead the way in creating mobile solutions that enhance the relevance and impact of mainline communication," said Mann.

The Mob has already started work on a couple of large brands including some initial work with Yes Bank. A corporate identity project is also being done for Sandeep Goyal owned Tango Media. A team of 16 is already on board. "Yes, business is good. We should be signing on at least one larger client next week," concluded Suri.