Mobeseek rebrands as AFK as it moves into mainstream

Mobile specialist Mobeseek is rebranding using the gamer’s text-speak AFK, Away From Keyboard, as the agency melds its tech foundations with an increased focus on creativity.

The agency, founded by James Sugrue seven years ago, began life developing application solutions for mobile but has also extended its reach across the digital spectrum. Its key clients include Mini and CommBank.

Sugrue said the branding had unnecessarily pigeonholed the agency as a mobile specialist, whereas its evolution had seen it expand its offer across all platforms with a focus on digital and innovation.

“Our roots are in mobile but in a world where consumers are moving seamlessly across desktop, mobile and tablet, our clients have increasingly asked us to assist them with content across all devices, so the old name no longer communicated the full range of what we do,” Sugrue said.