WPP Firms Buy to Form New Mobile Agency in China

WPP agencies tenthavenue and GroupM have linked up in China to acquire full service mobile marketing agency Wisereach, and launch a new company, MJoule, providing a 'holistic view' of mobile consumer behavior.

Beijing-based Wisereach grew in a short time - it was founded only in 2009 - to service clients including Audi, Michelin and Microsoft with everything from creative services and application development to media buying consultancy.

The new company - with additional offices in Shanghai - will combine Wisereach's services with the global mobile campaign management and technology platforms of tenthavenue's New York-based mobile marketing agency Joule, as whose Chinese office it will serve. Wisereach CEO Craig Zhang will lead Mjoule and will report to Joule CEO Michael Collins (pictured).

GroupM, which says it is China's top media communications group with more than 1500 people in eight cities, will transfer all its mobile marketing activities in the country into MJoule. Bessie Lee, CEO, GroupM China, says the new venture will ensure GroupM China maintains its leadership position in mobile, which she says is 'fast becoming a dominant channel for brands to connect with consumers'. Adds Collins: 'GroupM, already a leader in mobile marketing in China, is an ideal partner for our expansion and we are thrilled to have the opportunity to begin this collaboration.'

Web sites: www.tenthavenue.com and www.groupm.com .