Creative mobile agency 5th Finger has named co-founder Patrick Collins as its new president. Collins, formerly the company's CTO, is charged with elevating the company's role as a "specialty mobile agency and 'mobility planning' expert."

Collins will report to former 5th Finger CEO Campbell Corfe, who will serve as executive chairman.

The company also launched a mobility planning practice. According to 5th Finger, mobility planning "taps into a user's specific context and purpose, creating utility in the process." Its mobility planners and designers will work closely with clients to help them determine how to behave" in the mobile world.

"The market needs specialist mobile agencies who can correctly think about mobility," said 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."