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Mobile Media Threesome Introduces Madison Avenue Social


May 01, 2017

The creators of the Mobile Media Summit have recently come together for their second act. This time, the threesome of marketing technology veterans has collaborated to form a new agency called Madison Avenue Social.

The trio, which sold its first business to Comexposium Group a couple years ago, includes Deirdre Catucci, Mike Gentile, and Tim McHale.

Catucci, who formerly worked as CEO at eBabe and as a marketing director at AT&T, serves as president for Madison Avenue Social. Gentile, who was formerly with Hill Holiday and McCann/MRM, is the new agency’s executive creative director. And McHale, who has also worked at Agency.com and DDB Worldwide, is chief media officer.

Other Madison Avenue Social employees include copy editors Abigail Hudetz and Dave Taylor, and data scientist Frank McHale.

The New York-based agency, which was founded in 2016, delivers an array of services, including business development, consulting, content, listening, measurement, paid advertising, promotions, public relations and influence, strategy, and tech partner connections. To the last point, Madison Avenue Social says it has more than 100 relationships in the mobile and social space. That includes a partnership with San Francisco’s Mediasmith.

Madison Avenue Social says its differentiator is its mobile-centric philosophy. And it notes that 80 percent of all social media time is spent on

Image via Pixabay

mobile devices.

Adults in the U.S. spend an average of 87 hours a month using applications and browsing on smartphones, according to comScore Mobile Metrix, which was published in August of 2016. However, Monetate reports suggest that smartphone conversion rates are much lower than those on the desktop, as reported by Smart Insights.

The Mobile Marketing Association’s 2016 Global Mobile Trends Report says the five directives for succeeding in mobile include a focus on return on investment, leading with mobile, identifying your values, building a human connection through strong narratives and visuals, and amplifying that through targeted media.




Edited by Alicia Young

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