InMobi Hires Former Digitas Star

Stephanie Sarofian steers mobile toward programmatic options

InMobi has named Stephanie Sarofian executive director, brand and agency, as she recently left DigitasLBi after a formidable 18-year run. Based in the mobile ad network's New York office, she will work Madison Avenue contacts for brands like L'Oréal, Amex, Delta, GM, Kraft and Miller-Coors. Business Insider ranked Sarofian the 28th most powerful woman in advertising last fall.

"At Digitas, for many, many years I was pushing all of the boundaries of digital," she told Adweek. "And all of those boundaries were infused into the culture of our everyday work. So, it makes sense that I want to move to the next frontier. And the mobile frontier was pretty obvious to me."

As mobile advertising becomes increasingly programmatic, Sarofian believes more brand dollars will shift to the space—while adding that her move to InMobi underscores that idea.

"People's eyes are opening," she said. "People all over the industry are hearing from their senior advisors who are moving budgets into mobile."

InMobi, headquartered in San Francisco, is also promoting Australia-New Zealand lead Francisco Cordero to North American vp and general manager for brands. He'll also work out of the tech firm's New York office.

"We'll build a stronger and much more strategic team," Cordero said. "It will be a data-centric and creative team."

Meanwhile, Sarofian's development could represent an emerging trend of notable full-service digital agency vets joining ranks with specialty mobile shops. For instance, Paul Gelb exited Razorfish after five years 11 months ago to help lead MoPub. 

As money slowly shifts to mobile, more players may be on the move in the coming months.