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Former Saatchi & Saatchi exec aims to transform Single Touch as CEO

James L. Orsini left his comfortable perch as executive vice president and director of finance and operations at ad agency Saatchi & Saatchi to run Single Touch Systems Inc., a mobile media services firm with clients such as Walmart, Hertz and Allstate. Mobile was calling.

A 25-year veteran with finance and operations experience in several marketing services firms and ad agencies, Mr. Orsini now has his work cut out: preach the virtues of mobile to clients and prospects in a market that is chock-a-block with offerings virtually undistinguishable from one another. The sell starts will the existing client list.

?I will be working to grow our existing advertising agency, brand and retail relationships and move our offerings higher up the food chain in those organizations,? Mr. Orsini said.

?I will work to nurture each offering where they fit best and where they will demonstrate the greatest returns for our clients and shareholders,? he said.

On board with mobile
Such was Mr. Orsini?s clout with his new employer that he convinced the company to move its headquarters from Encinitas, CA, to Jersey City across from New York.

In addition, Mr. Orsini, 48, has also gained a seat on the Single Touch board of directors, which is led by founder and executive chairman Anthony Macaluso.

Mr. Orsini?s credentials played a key role in his appointment at Single Touch, itself a rarity where a mobile services provider has the clout to poach a senior agency executive.

At Saatchi & Saatchi, Mr. Orsini worked on clients such as Procter & Gamble Co., MillerCoors, Lenovo, Novartis, Mead Johnson, J.C. Penney and General Mills.

Prior to that, he was North American chief operating officer at Interbrand, a leading brand consultancy that is part of the leading marketing services conglomerate worldwide, Omnicom Group.

Early in his career, Mr. Orsini also put in stints at KPMG and Goldman, Sachs & Co.

Now, in the next phase of his career, the New Jersey native has eyes only on how mobile can transform the relationship between brand and consumer.

In this interview, Mr. Orsini shares his hopes and vision for Single Touch as well as the challenges ahead as consumers increasingly involve mobile in key decisions during their marketing, communications and retail interactions with brands and retailers. Please read on.

Moving from Saatchi & Saatchi to Single Touch Systems ? that's quite a transition, isn't it?
It?s like drinking from a fire hose ? moving from the service sector, where growth is associated with more people, more space and more infrastructure, to an industry which is a transactional pipe.

For me, the goal is to push more through the pipe and, eventually, connecting more pipes.

As the son of a plumber, I can relate to the pipes.

What is it about mobile that interests you?
Mobile is with everyone all the time. Mobile is everywhere. My god, it?s on my night stand when I sleep.

Close your eyes. Think of any group setting ? boardroom, living room. Now, visualize the numbers of TVs in that setting, the numbers of computers in that setting, then add them together and multiply by two. That would likely be the number of mobile devices in that same setting.

Mobile is the center of the social and commercial communications universe. Everyone, every brand wants to be in this space. With my background, what a great place for me to be.

As a former adman, what would you do to make mobile marketing more appealing to advertisers?
I have been fortunate to have worked in many marketing communications companies ? PR, promotions, B2B, branding, general market advertising. Each has nuggets of gold to offer, but there is nothing more powerful than an integrated campaign.

Most see mobile as a Velcro solution. Just stick it on.

I have a deep understanding of the various disciplines and can make sure any or all of Single Touch?s innovative mobile media solutions will efficiently and effectively  dovetail into a clients? over arching and integrated campaigns.

What's your hundred-day plan for Single Touch?
Focus.

Leonardo da Vinci once said, "Simplicity is the ultimate sophistication." 

I am not a boil-the-ocean kind of guy. I see things in their simplest form.

We will be focusing on our core offerings of abbreviated dial code, ready reminders and mobile advertising and couponing.

I will be working to grow our existing advertising agency, brand and retail relationships and move our offerings higher up the food chain in those organizations.

I will work to nurture each offering where they fit best and where they will demonstrate the greatest returns for our clients and shareholders.

Single Touch works with marketers and retailers. Both require different treatments, right?
Even though we are seeing a shift in power to retailers, my experience suggests that it is increasingly important for both sides to work together to find efficient and effective consumer-centric solutions.

The mobile arena is a perfect place for retailers and brands to develop fully integrated, mutually beneficial campaigns ? campaigns that acknowledge and take advantage of each other?s strengths as they both strive to achieve commercial success while satisfying the needs, wants and desires of their customers.

What services does Single Touch offer clients? And who are some of these clients?
We work closely with all the major carriers and provide abbreviated dial codes, ready reminders in voice and SMS text, and coupons and promotions to major brands and retailers such as Allstate, Hertz, Walmart, CoverGirl and Hibbett Sports and Hy-Vee Grocery. 

Will you add or cut back on Single Touch's offerings?
We currently have 16 proprietary patents. We have a lot to offer.

My job will be to help to focus and productize our offerings.

Our founder will continue to be responsible for our innovation and product development. He's not short of ideas.

How hands-on do you plan to be?
I started traveling to meet our employees across the country this week. I told them my job is not to make every decision, but rather to inspire them to make the right decisions all the time.

I welcome the opportunity to share my thoughts with our employees, clients and shareholders.

I turn dreams and visions into commercial-action plans. This is what I did for my firms in the past. It?s what I will do at Single Touch.

What was your management style at Saatchi & Saatchi?
My style is servant-leadership.

I lead because people choose to follow, not because my title tells them to.

What do you think the mobile industry needs to do to gain more advertiser, agency and retailer acceptance?
The mobile marketing industry needs more leadership, insights and creativity from folks who understand how best to speak directly to consumers at or in close proximity to where the purchase decision is king.

If you can understand the brand promise of the retailer, brand or advertiser and make sure that what you are saying or showing at the point of sale is on brand ?that it reinforces the brand position ? it will be very powerful and it will excite industry growth.

Quite simply, the mobile industry needs more people who can efficiently and effectively bridge the gap between the potential of mobile offerings and the needs of brands, retailers and their advertisers.