In the UK the agency, which was first established in 2007, will be led by Joule UK managing director Todd Tran and be the preferred mobile marketing partner for all GroupM agencies.
As a full-service agency, Joule will offer campaign strategy, implementation and measurement, as well as media planning and buying.
Tran said some of the main priorities of Joule will be developing application downloads for clients, building mobile internet sites and providing "innovative mobile solutions".
Its six-strong UK team will work with clients of Mindshare, MediaCom, Maxus, Mediaedge:CIA and Kinetic, as well on its own business.
Tran will report to Michael Collins, US managing director and global chief executive of Joule.
In London, Tran will work closely with Richard Metcalf, Joule's director of business development, and project director Despina Tapaki.
Tran has eight years mobile marketing experience, and before joining Kinetic mobile in 2007 worked at mobile service and application company Minick and mobile marketing company Flytxt.
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