Hynes' partners in the new venture are Carl Uminski, former chief technical officer at Overture, and Simon Edelstyn, former director of syndication at Google.
The Soho-based start-up employs nine staff and will focus on servicing FMCG brands in the UK and abroad, delivering creative, media planning and buying functions.
Hynes said: "We were attracted to this area because mobile is like the Internet was in 1995; there is great opportunity. Big brand FMCG players haven't spent a large amount on digital, but the mobile phone will be a better medium for them with a different reach."
Hynes said the launch of Apple's iPhone had changed the mobile landscape, with mobile phones moving from being a handy device, to becoming an individual's personal computer.
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