Mobext, the mobile arm of Havas Group, has appointed Warren Zenna EVP managing director, U.S. Warren will lead Mobext U.S. from the New York office and oversee the entity’s service groups including mobile strategy, mobile experience and product development, as well as mobile media trading and audience planning.
Zenna replaces Phuc Truong, who left the agency last fall to join the alcohol delivery service start-up Drizly.
Mobext currently develops mobile-marketing solutions for clients such as Sears, McDonald’s, Louis Vuitton, Fidelity and Dish Network.
Before joining Mobext, Zenna ran his own digital consulting firm, Zenna Consulting Group. Prior to that, he was the U.S. Strategic Lead for Phonevalley, Publicis Groupe’s mobile arm. His digital marketing experience includes work for brands across a number of verticals, such as financial services, consumer electronics, CPG, Healthcare/Pharma, B2B, automotive, luxury, apparel and entertainment.
Havas intends to play a major role in the growing mobile market. Expanding mobile pure player Mobext in the U.S. market is an integral part of that vision, Havas executives say.
Mobile is now the fastest-growing advertising sector and is expected to represent 25% of all U.S. ad spend by 2018, reports eMarketer.
“To fulfill Havas’ ambition to become a leader in mobile marketing, Mobext … is continually expanding and the U.S. is an important market for us," says Marco Rigon, global head of Mobext. "With experience that dates back to the birth of digital marketing, Warren will support our leadership ambition in the U.S. He will be a strong asset as we continue to amplify business by engaging with consumers through meaningful touch points.”