Joule launches new agency into Emerging Markets

tenthavenue, home to WPP’s ‘connected consumer’ agencies, has announced today the launch of a new full service mobile agency model led by the groups’ 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 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 start to bring alive the ‘connected experience’ vision. This is our first step in Asia in that direction and there is much more to come.”


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