Moxie Interactive gains three seasoned executives. Zenith Media’s Moxie Interactive named Paul Santello, Brian Mathena, and Sara Francis to senior positions in the Los Angeles office. Santello, senior vice president, will oversee digital strategy and planning for Fox Home Entertainment business. Santello previously worked with Carat in the West Coast as executive vice president and executive client director. Mathena, group communications director, will oversee digital strategy and planning for 20th Century Fox Theatrical and Fox Searchlight. Mathena also worked at Carat in Los Angeles as vice president and group media director where he managed domestic and international relationships across automotive, athletic footware and apparel, online music, dieting, entertainment, and travel verticals. Francis, vice president and group media director, will work to bring Moxie’s creative and technology expertise together. Previously Francis worked at KTV Digital Media where she was senior vice president of marketing. She established digital marketing strategies, managed online publisher relationships, and positioned the company for acquisition. She also worked at Deep Focus in Los Angeles where she managed client services for clients such as New Line Cinema, Disney Pictures, Interscope Records, and Buena Vista Home Entertainment.
JWT Team Detroit was named agency of record for Michigan-based Warrior Sports. Warrior Sports, a subsidiary of New Balance, produces footwear and apparel for lacrosse and hockey athletes. Team Detroit will be responsible for creative, digital, account, and media duties.
Fanta launched two mobile applications created by The Hyperfactory. Coca-Cola Europe’s Fanta bran aims to reach the youth market with the applications, Fanta Virtual Tennis, and Fanta Stealth Sound System. Both are scheduled to be available early next year and will be supported by PR, viral, print, and online advertising, as well as on-pack promotions and point-of-sale materials.
Double Fusion adds PlayStation 3 games to its in-game ad network. Video game publishers THQ, SEGA, Eidos, and Midway agreed to add titles on the PlayStation 3 platform to the Double Fusion in-game advertising network. THQ signed a multi-year deal with Massive for titles on the Xbox 360 platform last week.
Yahoo oneSearch was named as exclusive search on Virgin Media U.K. Virgin Media’s mobile portal in the U.K. will use Yahoo’s oneSearch, which will provide Virgin’s mobile customers with search information, Flickr photos, Web and mobile Web sites, integrated information from Wikipedia and Yahoo answers, and other sources. Yahoo oneSearch will also display relevant results on ringtones, wallpapers, games, and other content for phones.
Interpret named a new head of strategy and analysis. Elaine Coleman joined the media and technology-focused research firm as vice president of strategy and analysis. In her new role she will focus her efforts on understanding consumer behaviors and insights to build market research, brand advertising, and product design research within next-generation technologies and handheld industries. Coleman most recently worked at MarketCast, a division of Reed Business, as executive director of research, where she headed up the advertising testing and custom research for entertainment clients. Prior to that position she worked at Reactrix, a new media advertising company.
Smith-Harmon named retail and e-mail executive Chad White research director. White joined the e-mail marketing strategy and creative services agency as research director, a newly-created role, where he will produce research on retail e-mail marketing practices, perform industry outreach, and help support the company’s clients. White’s previous experience includes serving as director of retail insights and editor-at-large at the Email Experience Council.
BBE named Matt Timothy senior VP of technology sales. Timothy is the former VP of streaming media at CBS. He also held positions at Paramount Television, Ziff Davis, and worked most recently as SVP at National Cable Communications. At BBE, formerly Broadband Enterprises, he will be responsible for sales and development of its CDE and Vindico ad server and content distribution platforms. He will be based in New York City.
Emotion can be very powerful when trying to reach an audience, and it can be boosted by linking it with the way memory affects human behaviour. How can all of this apply to the demanding mobile audience?
With social media reach and engagement rates having dipped so precipitously over the last year or so, paying to play is the only option for most brands now.
Digital (and in our case search and content) data holds the keys to marketing success.
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