SINGAPORE, June 4, 2015 / PRNewswire — tenthavenue, home to WPP’s ‘connected consumer’ agencies, has announced today the launch of a new full service mobile agency model led by the group’s mobile marketing arm, Joule.
Under the leadership of recently appointed Sudipto Roy, the new Joule has been structured to simplify the complex emerging markets mobile marketing landscape. To deliver this, Joule has partnered with some of the most renowned mobile innovators throughout the world, allowing brands operating in emerging markets access to global expertise aligned with local understanding.
The services offered span enterprise level mobile experience design, asset design and build, connected consumer data architectures, integration, analytics, personalization, social listening, content strategy, distribution strategy, mCRM, content sourcing and delivery.
Under this new model, Joule will have integrated delivery centres all over Asia, spanning Shanghai, Beijing, Singapore, Hong Kong, Bangalore, Jakarta, Manila, Johannesburg and Ho Chi Minh, to manage production and give access to different capabilities.
Sudipto Roy, tenthavenue CEO for Developing Markets said; “By addressing the larger enterprise challenges of integrating mobile with the marketing eco-system, we are moving far beyond the traditional agency or mobile ad-distribution play. Bringing together audience data, hyper-targeting, content personalisation and intelligent distribution that resonates with the consumer allows us to create dramatically more value for the marketer.”
Joule also announced the launch of Electra, a comprehensive “emerging market” mobile communication platform that uses the latest cloud-based technology to offer mobile solutions such as Interactive Voice Response, USSD (text), mobile incentives, payment, content personalization and video content compression / delivery technologies. Electra has already been tested across more than one billion consumer interactions.
Rupert Day, Global CEO, tenthavenue, commented; “We are creating a model of the agency of the future; sitting at the crossroads between meeting brand objectives and delivering consumer needs. We are building a model which truly starts to bring alive the ‘connected experience’ vision. This is our first step in Asia in that direction and there is much more to come.”
Joule is a mobile first marketing agency. Thinking smarter, we shape, create, distribute and measure brand experiences across multiple channels, experiences that people want to be a part of.
Joule counts some of the world’s most eminent brands amongst our client base, including Unilever, Paramount and Yum!
Joule is part of tenthavenue WPP (NASDAQ: WPPGY) and resides within tenth avenue, WPP’s agency network dedicated to creating experiences driven by the consumer mind-set.
tenthavenue is a global communications company that caters for the connected consumer. The company houses a number of market leading agencies including Kinetic, Joule, Candyspace, Spafax, Forward and TMARC.
Launched in 2011, tenthavenue now operates across over 60 offices in 26 countries, and counts some of the world’s most eminent brands amongst its client base. tenthavenue is a WPP company.
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