Leo Burnett Worldwide has combined its global social and mobile capabilities, creating the role of global head of social and mobile, and appointing James Kirkham to the role.

The practice area will be fuelled by Holler, Leo Burnett UK’s digital content and social agency, which was co-founded by Kirkham in 2001. On the mobile front, the agency has announced a strategic partnership with mobile advertising platform, AdMaxim. The social and mobile practice area will support the agency’s global network and will initially have hubs in London, Chicago and Silicon Valley.

“People who separate mobile and social don’t get it,” said Kirkham. “With more than 1bn people using their mobile to access the internet and social apps, it is evident they are no longer mutually exclusive. They are entwined and more powerful for it. So much of advertising is based on three core behaviours – observing, reacting and sharing – which all happens socially, via mobile.” 

Leo Burnett is the global social agency of record for Samsung, and also provides social and mobile expertise to clients around the globe including Allstate, Coca-Cola, Nike (Japan), McDonald’s, P&G, Sprint and Purina.