Last year WPP set up Tenth Avenue, a new outdoor holding company. This all seemed a bit unnecessary as WPP already had out of home giant Kinetic but Sir Martin Sorrell’s marcoms company has revealed more of its schemes with the formation of mobile marketing company Joule (where do they get these names from?) within Tenth Avenue.
Now Joule, along with yet another WPP media company GroupM, is buying Chinese mobile marketing company Wisereach (which is actually quite a good name) and rebranding it as MJoule (enough said).
Anyway names aside, Mjoule shows how serious WPP is about mobile and also, of course, China. Wisereach was only formed in 2009 but works for Audi, Michelin and Microsoft on everything from creative to media. WPP says MJoule will provide a ‘holistic’ view of consumer mobile behaviour.
The new company will be led by Wisereach CEO Craig Zhang who will report to Joule boss Michael Collins (pictured). It will have offices in Beijing and Shanghai. GroupM China CEO Bessie Lee says the new company will help WPP maintain its lead in mobile which is “fast becoming a dominant channel for brands to connect with consumers.”