New Media Age - Mobile interactivity is to be used as an integral campaigning tool throughout the year-long Make Poverty History campaign, which involves a coalition of 200 organisations lobbying the Government to tackle global poverty.

The Feature.com - Mobile marketing is finally starting to get the stamp of approval from the media commercial world its practitioners have so long craved, as the use of SMS response mechanisms to traditional ads grows.

Good Call - How mobile marketing and a company called Flytxt are challenging the way advertising agencies do business. By Steve Wunker.

Revolution - Appointment News - Flytxt has appointed Nick Fuller, David Payne and Craig Patton to its senior management team.

Marketing - As major advertisers start to take online marketing seriously, digital agencies can look forward to a more secure future, with many retaining clients for longer. One agency benefiting from this trend is Glue London, last year's winner of Marketing's Digital Agency of the Year. It has had an outstanding 12 months and has answered critics by securing the retained digital marketing accounts of major advertisers including McCain Foods and 118 118, rather than focusing on pure project work.

Brand Republic - Proximity Worldwide is to expand its mobile marketing business in a tie-up with phone company Ericsson, which will see the two jointly promote mobile marketing. The deal initially covers Germany, Italy, Singapore, and the US where the two will promote mobile as an increasingly effective channel for relationship marketing.