Three mobile marketing technology veterans have teamed to form a new agency focusing on mobile and social campaigns for both B2C and B2B clients.

The trio of Deirdre Catucci, Mike Gentile, and Tim McHale have joined forces to form Madison Avenue Social, based on the belief that social media should engage, educate and inspire people.

Former marketing director at AT&T Catucci will serve as president. Gentile, formerly of Hill Holiday, McCann/MRM and Selligent, will serve as executive creative director. Meanwhile, former Tribal DDB chief media officer McHale will operate under the same title once again. The trio previously worked together on the Mobile Media Summit, which was sold to the Comexposium Group in 2015.

“We decided to formalise our social media offering, applicable for both B2B and B2C, primarily because it represents what clients need today,” said Catucci. “Few social agencies really understand their similarities or differences, for that matter; like the lead-gen capability for B2B firms and the sales attribution capability for B2C companies of all kinds, tech or otherwise. If you dont know mobile, you arent really maximising social.”

In addition to its formation, Madison Avenue Social has also formed a strategic partnership with Mediasmith, a San Francisco-based collaborative media agency.

“I have known this team for a very long time and continue to be impressed with their knowledge of mobile media, their thought-leadership and creative talent,” said David L. Smith, Mediasmith CEO.