SurfKitchen, whose investors include Facebook financial backers Accel Partners, has briefed tech MD Michelle McGlocklin and her team to promote its applications to both existing and new customers.
The Reading-based outfit allows mobile phone users to download content including websites, games, ringtones, music and TV clips.
Its applications are currently used by handset operators, including Orange and Telstra, although part of WS' brief is to seek out new partners.
McGlocklin said she believes 2008 will be the 'tipping point' for mobile services, with more people using their phones to access the web, watch TV and listen to music. 'Much of the buzz at this year's Mobile World Congress was around mobile content and how it will be delivered, consumed and monetised,' she said.
The WS team, led day-to-day by associate director Paul Wooding, will report to SurfKitchen director of marcoms Kate Nichols.
The incumbent agency was Blanc & Otus UK. Wooding was a senior account director at Blanc & Otus before moving to WS (PRWeek, 2 March 2007).
Earlier this month, WS poached Nelson Bostock head of tech George Coleman to head up its Microsoft account (PRWeek, 3 April).