massaging his tummy will certainly work, it always worked for my LO's, but of you can manage I would suggest you give a try to babies magic tea once, it is really very effective for colic and tummy ache
Why don't you try some di-gas before or after feeding him? it could work for him. I use to give my DS toddler magic tea for his tummy ache, although he is okay with formula but whenever he gets colicky it soothes him,