The Hyperfactory, a mobile marketing and media services firm, hired interactive marketing expert Liz Jones to head its entertainment division in Los Angeles.

Ms. Jones was previously vice president of Fox Mobile Studios and, prior to that, vice president of digital marketing for Twentieth Century Fox. She is charged with persuading entertainment companies to run mobile campaigns for their brands.

"My mandate is pretty clear: It's to introduce The Hyperfactory to as many companies, studios, individuals, the key influencers in the industry, to The Hyperfactory and the work we've done in the past and what we're able to do with them as partners," Ms. Jones said, "and to help them market their brands, shows, movies, music, whatever it is in entertainment."

Ms. Jones will hold the title of vice president of entertainment and media at The Hyperfactory, a New York-based firm which does mobile marketing work for Coca-Cola Co., Motorola, Vodafone and Toyota Motor.

While at Fox Ms. Jones helped launch online and mobile campaigns for more than 100 movies, winning honors such as two Clios and a One Show Award.

Ms. Jones also worked as assistant to Norman Jewison, director of "Moonstruck," "The Thomas Crown Affair" and "A Soldier's Story."

Mobile + Hollywood = Mollywood
The Hyperfactory launched its entertainment division last year when Rich Frank joined the company's board of directors as part of a new funding round. Mr. Frank was previously president of Walt Disney Studios and Paramount Television Group and most recently chairman of The Firm.

Since its debut, the entertainment unit has created mobile campaigns for Disneyland Hong Kong, Nintendo, MTV's Asia Live Aid concerts, Nickelodeon Asia Pacific, British soccer player David Beckham and the Real Madrid team, and MGM's horror remake film, "Halloween."

Founded eight years ago, The Hyperfactory has sales and operations offices in Los Angeles, San Francisco, Chicago, Shanghai, Hong Kong and India. Its international headquarters are in Auckland, New Zealand.

While the entertainment industry was one of the first to embrace mobile marketing, it's still left plenty on the table for firms such as The Hyperfactory to make their case.

"I think that for the most part, most companies have dabbled in the space, some to success, some not," Ms. Jones said. "I would say that everyone had to cover their grounds in the beginning, whether it's creating a mobile site, an SMS program, a short code or creating mobile content for sale.

"But they don't know if they've looked at mobile as a key part of their overall campaign," she said. "So this is why I joined The Hyperfactory -- just really compelling campaigns that we've executed."

The lack of data, research and education also hurt mobile marketing's quicker uptake within the entertainment industry. And then there's a fourth factor.

"I think sometimes people are expecting the cost to be a little and yet you've got to look at what we're dealing with, which is multiple carriers, hundreds of handsets, regular phone versus a smartphone versus an iPhone," Ms. Jones said.

"It's still a complicated medium," she said. "The Internet in the beginning was a little like that, but now it's gotten really easy. We know how to create for a Mac, PC, the browsers -- hopefully we'll get there with mobile."