Industry Moves: Ipsh! Founder Departs Omnicom

Nihal Mehta, the founder of one of the earlierst mobile marketing firm ipsh!, has left the company, about 20 months after its acquisition by Omnicom. According to ClickZ, he is in the early stages of launching a new mobile-centric company. He said the startup would be a direct-to-consumer play, not an agency, but added its business model would be based on advertising. Omnicom agreed to amend his contract for his exit, under which he was originally to continue running ipsh! through 2009, he said. He will continue to be a shareholder.