SOURCE: 5th Finger

5th Finger

February 24, 2009 08:00 ET

5th Finger Announces Patrick Collins as President, Launches Mobility Planning Discipline

SAN FRANCISCO, CA--(Marketwire - February 24, 2009) - 5th Finger, a creative mobile agency that has spearheaded more than 5,000 integrated mobile campaigns, today announced the appointment of Patrick Collins as president to lead the company's newest mobility planning efforts. Collins is a 5th Finger co-founder and formerly served as the company's chief technology officer. In his new position, Collins will work closely with former CEO Campbell Corfe, who will serve as executive chairman, to elevate 5th Finger's role as specialty mobile agency and "mobility planning" expert.

"There are a number of traditional interactive agencies out there dabbling with mobile marketing," said Patrick Collins, 5th Finger president. "Our experience suggests that brands are ready to more deeply engage with their consumers on-the-go, and what is missing in the market is proven global experience coupled with a disciplined approach to mobility planning. Through 2009, I look forward to articulating our vision for mobility planning."

Collins has been on 5th Finger's executive team since early 2005. Most recently, he served as chief operating officer for 5th Finger Australia, where he helped lead the company to profitability in 2007. Previously, Collins served as 5th Finger's chief technology officer, spearheading market development of the award-winning air-cast™ mobile marketing platform.

Mobility planning taps into a user's specific context and purpose, creating utility in the process. Companies work with 5th Finger's mobility planners and experienced designers to help them decide "how to behave" in the mobile world, both now and in the future. This includes assessing what a brand represents and how consumers engage with media and technology. Integral to 5th Finger's idea of mobility planning is the concept that utility means different things to different people.

"The market needs specialist mobile agencies who can correctly think about mobility," said Patrick Collins. "5th Finger works directly with brands to deliver well-envisioned campaign results for the consumer on-the-go. 5th Finger's recognized mobility planning expertise has already received a huge response from a market that needs and wants it."

Prior to 5th Finger, Collins was chief technology officer at Fairfax Digital, the publisher of leading Australian newspapers including Sydney Morning Herald and Australian Financial Review. Collins holds a computer science degree and an MBA from Asia Pacific's leading business school, the Australian Graduate School of Management.

5th Finger is based in San Francisco, California with offices in New York City and Sydney, Australia.

About 5th Finger

5th Finger ( is a creative mobile agency that formulates strategies and designs engaging interactions to reach consumers living on the go.

Embracing a results-focused, customer-driven approach to mobility planning, 5th Finger, a mobile agency with technology DNA, recognizes that every interaction point with a brand is a media opportunity. 5th Finger has extensive experience in program-based integration across multiple online and offline channels.

5th Finger's integrated mobile campaigns reflect unparalleled experience across multiple sectors from CPG and Media to Pharmaceuticals. 5th Finger has spearheaded over 5,000 campaigns and 300+ million consumer interactions globally.

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