WPP’s Joule raids AKQA for mobile chief Rosen

The strangely-titled Joule (is it a play on jewel?) seems to be where it’s at at WPP these days and now it has raided indie digital giant AKQA for Daniel Rosen, who, it says, founded and ran AKQA’s mobile division.

Mobile is said by practically all to the next big thing (or current big thing) with some seers predicting it will amount to a $20tn media sector by 2015 (not entirely sure what a trillion is but it’s a lot obviously).

Joule, headed by CEO Michael Collins, is WPP’s big play in the sector. The company is currently in the process of buying China’s Wisereach which will be renamed MJoule (somewhat strangely – does M stand for mobile? But Joule’s all about mobile anyway).

Rosen (pictured) will be CEO of Joule’s nascent Europe, Middle East and Africa operation. Boss Collins says: “Dan is one of the world’s leading mobile marketing experts, and his experience and leadership will play a crucial role in Joule’s continued growth in EMEA and our overall success as a global leader in the mobile marketing industry. He has an outstanding track record of creating highly impactful campaigns for leading brands, and his expertise will be extremely helpful to our clients’ efforts to fully exploit the mobile channel.”

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