NEW YORK, July 17, 2014 /PRNewswire/ — Global communications agency Cohn & Wolfe today announced the launch of the Cohn & Wolfe Mobile Engagement unit ME-24 in a joint venture with Joule, a global 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.
ME-24 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, applied technology solutions.
"ME-24 is our mobile solution for brands that seek to maximize consumer engagement in a fully-integrated, media ecosystem," said Donna Imperato, CEO, Cohn & Wolfe. "There is no such thing as ‘offline’, only a continually connected world where the consumer wields pocket-sized power to impact brand reputation or transact in an instant. ME-24 gives us the ability to deliver an enhanced and deeper level of engagement for our clients’ brands."
Daniel Rosen, Global CEO, Joule said, "Brands need to drive value from the behavior of the always-connected consumer, and communicate with them when interactions mean the most. ME-24 was created specifically to meet the challenge of delivering innovative and contextual media products and services for our clients."
Cohn & Wolfe and Joule activated teams across North America, Europe and Asia to service the growing demand for multiplatform, integrated marketing and communications strategies and programs. The combined teams are delivering mobile solutions in markets around the world. Recent engagements include a mobile at-event installation for a large global healthcare client, a shopper activation for a major CPG concern and an integrated marketing campaign for a leading motorized vehicle manufacturer in Asia.
Newman brings to Cohn & Wolfe 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, Newman was an independent consultant working with clients such as the Motion Picture Association of America, the Direct Marketing Association and Taboola. She also has deep expertise in the carrier, device, mobile/social, app and platform development categories. Newman is the president of Women in Wireless, an international organization that promotes and develops female leaders in the mobile and digital media industry, and also enjoyed tenure as an executive and industry spokesperson at the Mobile Marketing Association. Recently, she has been conducting research on mobile in a data-driven marketing ecosystem.
As the head of ME-24, Newman will lead and grow the mobile business for Cohn & Wolfe. Newman’s responsibilities include leading mobile strategy for major accounts and promoting mobile as part of Cohn & Wolfe’s integrated marketing solutions. Newman will sit on Cohn & Wolfe’s Digital Leadership Team, which steers the agency’s digital strategy worldwide. She will also play a key role in Cohn & Wolfe’s recently announced WPP Data Alliance partnership, in which the agency is the exclusive public relations member, to leverage opportunities for mobile data. Based at Cohn & Wolfe global headquarters in New York, Newman will report to Cohn & Wolfe Digital Innovation Group President, Chad Latz, and Joule North American CEO, Michael Lieberman.
Latz said, "As penetration, time online, mobile purchase and media spend grow exponentially; we must acknowledge that what was once thought of as the ‘third screen’ has now become the device of choice. ME-24 enables our clients to realize greater engagement and business value by building a persistent relationship with the consumer through the mobile platform."