Retail advertising agency Gratterpalm has announced the launch of its Gratterpalm Mobile sub-brand.

It will be led by James Lodge, formerly of Velti, a global provider of mobile advertising technology for the likes of Vodafone, EA Games and JustGiving.

As mobile director, Lodge will oversee the development of the agency’s mobile marketing strategy, applications, web and experiential marketing.

“As technology progresses, consumers are habitually turning to their smartphones for smarter ways to research products and services. Brands and retailers need to find better ways of engaging customers by optimising their user interfaces and experiences,” said Lodge, who worked for 2 years at Manchester’s 2ergo.

“Gratterpalm is well known for delivering innovative ideas, and we want to ensure mobile marketing becomes a major focus whilst remaining integrated with our work in the digital space.”

The move follows the agency’s appointment by telecoms brand KC over the summer and its delivery of a text-to-win competition for Arla Foods during London 2012.

“James is a welcome addition to our team and brings a great deal of experience in both mobile and digital. Under his leadership, we want to help clients get the most out of mobile marketing through targeted and efficient campaigns,” said managing partner Gareth Healey.

“Our goal is to make Gratterpalm the go-to mobile agency outside London.”