Starcom Mobile Exec Joins Hyperfactory

Angela Steele has joined mobile marketing agency The Hyperfactory as senior vice president and global strategist, after a stint at Publicis Groupe’s Starcom USA unit heading up their own mobile efforts, according to MediaPost.

Hyperfactory currently builds mobile campaigns for Toyota, Motorola, Vodafone and Coca-Cola. The report said that the firm last year first got attention for a campaign developed with Ogilvy Hong Kong for Motorola which let travelers use mobile phones to post goodbye messages on large screens in the new Hong Kong Airport.

Steele said in the article that mobile is “a very accountable medium,” pointing to direct-response options such as click-to-call and text-message shortcodes, which fall under the more interactive side of the mobile content space.

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