Holmes Report 20 Jul 2014 // 3:33PM GMT
NEW YORK—Cohn & Wolfe has launched a new mobile engagement unit, ME-24, in a joint venture with Joule, a leader in mobile and multiscreen marketing.
The global unit will be led by mobile industry veteran Kristine Newman, senior vice president, mobile engagement, Cohn & Wolfe, and offers three categories of service for clients: mobile engagement strategy helps brands maximize mobile touchpoints as part of their overall marketing and business approach; mobile campaign development focuses on campaign activation to promote a consumer product or brand; and mobile product development includes the creation of proprietary technology products for brands such as mobile applications and other mobile-enabled solutions.
According to Daniel Rosen, global CEO of Joule said, "Brands need to drive value from the behavior of the always-connected consumer, and communicate with them when interactions mean the most.”
Newman joins with more than 15 years of experience in the mobile industry, having developed global mobile marketing campaigns for brands such as Coca-Cola, Procter & Gamble and The Hershey Company. Most recently, she was an independent consultant and also served as president of Women in Wireless, while conducting research on mobile in a data-driven marketing ecosystem.
In her new role, she will sit on Cohn & Wolfe's digital leadership team and will play a key role in the firm's recently announced WPP Data Alliance partnership.