GroupM and Joule acquire Wisereach mobile marketing agency

The deal, still subject to regulatory approval, will see the agency change its name to MJoule and take on all of GroupM's mobile marketing activities in China.

Bessie Lee, chief executive officer of GroupM China, says the acquisition will ensure her network maintains a stake in the quickly-growing mobile space.

"Mobile is fast becoming a dominant channel for brands to connect with consumers," she said. "MJoule will ensure GroupM China maintains a leadership position in mobile and continues to provide our clients with a competitive advantage."

Michael Collins, chief executive of international mobile marketing agency Joule, says the acqusition will help it to break in to China and Asia. "Joule has become a truly global mobile marketing partner for many of the world’s most notable brands and we are excited to extend our capabilities to China,” he said. “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.”

MJoule will be led by Craig Zhang, the incumbent chief executive of Wisereach. He will report directly to Collins.