MediaPost reports:

AGENCIES ARE GEARING UP FOR mobile advertising, but the process of mobile media planning and buying is still very much a work in progress, according to a panel of ad executives convened at the OMMA Mobile conference Wednesday

Buoyed by growing client interest in mobile ads, agencies are starting to field mobile specialists and acquire the expertise to help elevate cell phones to must-buy media. But incorporating mobile into the marketing mainstream remains a learning process for both Madison Avenue and advertisers.

Of course you could always bypass an expensive Madison Avenue shop and work directly with a company that is dedicated to mobile marketing.