• by Joe Mandese  @mp_joemandese, September 25, 2014

Daniel Rosen, global CEO of WPP mobile shop Joule, is jumping to the client side -- taking on the role of global director of advertising for telecommunications giant Telefónica.

In an announcement early this morning, Telefónica said Rosen will be based in London and will report to Stephen Shurrock, CEO: Innovation & Digital Disruption, with an initial focus on Europe and Latin America.

“He is a major player in mobile advertising and his appointment underlines our commitment to drive the growth of mobile advertising globally,” Shurrock said of Rosen in a statement, adding that the focus will be on “innovation” as much as it is on leveraging Telefónica’s “size and influence.”

“With mobile occupying a more central place in people’s lives than ever before, and Telefonica transforming itself into a digital telco,” he said.

Rosen joined Joule in March 2013 as EMEA CEO before becoming global CEO in May 2013. Among other things, he led Joule’s development of mFluence, which the company claims is the “world’s first global connected device planning tool.”

Prior to Joule, Rosen was founder and head of AKQA’s global mobile practice for eight years, responsible for mobile campaigns for brands including Nike, Gap, Coca-Cola, Heineken, Volkswagen, and MTV.