Publicis Takes Phonevalley to U.S.

Nearly a year after its acquisition by Publicis, mobile firm Phonevalley is extending its presence to the U.S. with new offices in Chicago, New York, and Boston.

Phonevalley will work hand-in-hand with Publicis Groupe’s network of agencies to flesh out mobile strategies and campaigns. “We work for local and global clients, brand agnostic, and work across agencies,” said Alexandre Mars, CEO of Phonevalley and head of mobile at Publicis Groupe.

Phonevalley appointed Angela Steele regional director to head its U.S. operations. “The biggest difference for agencies themselves has been this entire hub, that there will be an agency dedicated to mobile that we didn’t have access to in the past for brand execution and strategy,” Steele said.

Steele served until recently as VP of mobile activation director at Publicis sister agency Starcom U.S., where she worked with brands such as Sara Lee, Nintendo, ESPN, and Miller. While at Starcom, Steele headed a group that paired off with client teams to implement mobile elements as campaigns were being developed. The strategy will continue in a similar structure.

The U.S. is the ninth market for Phonevalley, which operates throughout Europe and Asia.

Publicis agencies include Publicis, Starcom, Starcom Mediavest Group, Leo Burnett, Saatchi & Saatchi, Denuo, Moxie, and Modem.