The Hyperfactory, a full-service mobile strategy, media and execution company, hired Angela Steele as senior vice president and global strategist to drive relationships with premium brands and agency partners.

Prior to her move, Ms. Steele spent nearly eight years with French-owned agency conglomerate Publicis Groupe, most recently as global account director at media services shop Starcom Worldwide. Mobile Marketer's Giselle Abramovich interviewed Ms. Steele to get a sense of her plans and goals for The Hyperfactory. Excerpts from the dialogue:

What is the strategy behind your hiring?
I bring a deep, long agency world background to blend into [The Hyperfactory's] environment and bring world-class client and account servicing practices to help The Hyperfactory develop even greater servicing to clients now that there is increasing demand for strategic account development and planning.

As brands increasingly recognize the need for longer term mobile solutions, we need to develop ongoing mobile strategies directly delivering on broader business objectives.

My background in brand communications and media, coupled with my depth of mobile experience, make me well suited for the business development team.

What are your goals for the year to come?
My goals are directly aligned with The Hyperfactory's goals to continue delivering the world's most innovative programs providing ... business results for the world's top brands.

Specifically that means I will concentrate on three core deliverables.

First, help clients establish long term mobile marketing infrastructures aligned with ongoing brand objectives

Second, deliver innovative mobile solutions with the ability to truly scale across campaigns and geographies

And third, ensure results via a hyper-focus on accountability and measurement through rigorous KPI setting and religiously applying The Hyperfactory's sophisticated analytics tools.

How will you steer the company through this economy?
In a strained economy, dollars only follow results.

We are working to help smart marketers focus on mobile's ability to deliver direct accountability.

Similar to online, mobile is a trackable medium in which we can gauge conversions through actions taken on the device.

But what makes mobile the ultimate accountability vehicle is its ability to activate and therefore track every contact in the media mix.

At The Hyperfactory, we employ sophisticated analytics to help brands uncover mobile's power to deliver cross-communications engagement and conversions.

When the pressure is on to account for every dollar spent, our clients are uniquely able to rely on our measurement, reporting and analytics tools.

Why the need for this newly created position?
The position is new, but the purpose is not.

The Hyperfactory has always had an emphasis on ... innovation and relentless pursuit of results. As client needs for longer-term mobile solutions evolve, the company staffs to deliver on those needs.

What challenges will you address for The Hyperfactory?
Our clients' challenges are our challenges, and therein lay the opportunities.

Clients are faced with mounting pressures on direct results which is only complicated by the daunting challenges of fragmented consumer attention.

There is opportunity in the fact that mobile devices are central to consumers' lives and it takes a true expert to understand how to leverage this device for marketers.

The experts at The Hyperfactory live and breathe mobile every day, have a pulse on mobile behaviors and interests, and understand how to fully leverage all aspects of the medium.

It is our deep understanding that allows us to deliver the kind of innovation consumers value, as evidenced by our status as the world's most awarded mobile agency.

Those awards are proof in The Hyperfactory's ability to both capture consumer involvement and deliver on our clients' objectives.