Global head of Procter & Gamble’s mobile marketing, Khurram Hamid, chief has called on agency networks to gain more expertise in wireless campaigns or miss out on the company’s plans to increase its mobile expenditure.

Hamid said the advertiser wants to put mobile communications at the centre of its drive to reach the next billion customers, particularly in developing markets where mobiles outnumber fixed lines and even the tv.

At the Mobile Marketing Forum in Budapest, Hamid complained that agencies have been poor at incorporating mobile into their strategies.

One of his key issues was a complex process which forces P&G to work with several suppliers, including agancies, mobile operators and tech companies. He wants life to be much simpler.

Hamid tells us:

“There is a whole vast value chain and we have to make so many choices. Make it easy for us and you will get the money.”

What are you waiting for?