The L.A.-based Hyperfactory has already pushed into mobile entertainment through promotional campaigns for Disneyland Hong Kong, MTV's Asia Live Aid concerts and recording artist Chingy. In September, Hyperfactory won an OMMA award for best mobile campaign and the Creative Breakthrough award, both for a campaign on behalf of Motorola executed in the new Hong Kong Airport.

"This is a strategic move on our part as an indicator of one of the new areas we're going into, and where we see the [mobile] space headed," says Hyperfactory CEO Derek Handley. Previously, the company worked indirectly with entertainment brands and talent via Madison Avenue; now it will now seek to partner directly with Hollywood.

That's where Frank comes in. In addition to his connections as a former top industy executive, he's also former chairman of major talent agency The Firm. "We now have this relationship with The Firm... where we can say which celebrities are the best to target for creating mobile brands." says Handley.

Frank's professional credits at Disney and Paramount include involvement with TV shows "Cheers," "Taxi" and "Home Improvement," and movies such as "Dead Poets Society" and "Pretty Woman." He will also have a hands-on role with The Hyperfactory through a seat on its board of directors. Co-investor Grant Baker, former chairman of 42 Below vodka, also gained a board seat. Other new investors include Paul Frank, who leads The Firm's TV division.

Handley anticipates fertile ground for mobile expansion. "The film industry in the U.S. has a huge amount of opportunity to leverage mobile. The TV industry is also at a very nascent stage in mobile. All these areas are very ripe for us," he says.

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