Troubled Mobile ESPN signs new ad agency

Disney-owned MVNO Mobile ESPN announced it has signed with a new ad agency, Unit 7. The ad agency will put together a series of direct-response television ad spots this summer. The MVNO recently "went back to the drawing board" after a botched entry into the market. In May, Disney president and CEO Bob Iger admitted that initial results from the service were "lower than hoped," which led to a change in pricing plans and a new marketing approach--namely Unit 7. Not sure whether it was Unit 7 or the reporter at Digital Media News covering the story, but someone missed the name change memo: It's Mobile ESPN now, not ESPN Mobile.

For more on Mobile ESPN's new ad agency:
- take a look at this article from DMNews