First event sees British Airways, Ogilvy and Guardian News and Media present mobile strategies to an audience of over 200

The Mobile Marketing Association (MMA) (www.mmaglobal.com) has announced the successful conclusion of the first event in its Brand and Agency Briefings series, held in conjunction with The Marketing Society (TMS) and Guardian News and Media (GNM) in London on Monday night. Designed to provide brands and agencies with the opportunity to hear directly from other leading thinkers in the field about how they are using the mobile channel today and what they plan to do next, the event attracted more than 200 attendees.

Chris Carmichael, Mobile Project Manager at ba.com, opened the presentations, discussing British Airways’ embrace of the mobile Internet in its customer communications, stating: “The market is there for mobile and it’s getting stronger every day.” Next came Steve Wing, Head of Business Development at Guardian News and Media who described mobile as “too compelling a market to ignore” for GNM, and going on to characterise it as “the beginning of forever for publishing”. Rory Sutherland, Co-Chairman, Ogilvy Group and President of IPA wrapped up the speaker sessions with an entertaining depiction of mobile as “a pre-emptive strike in the customer decision-making process” that can offer utility and interactivity in an era of instant gratification. The presentations were followed by a drinks reception co-hosted by Mobile Interactive Group, MX Telecom and O2 Media.

“The MMA’s UK Council felt strongly that it was about time the industry made a more concerted effort to bring the message about mobile marketing to a wider audience. We have to help brands and agencies understand how mobile can help achieve their objectives, whilst offering great return on investment,” stated MMA Managing Director for Europe, Paul Berney. “We also recognise that brands and agencies really want to hear from industry peers who are already using mobile about what works for them and what doesn’t. The size of the audience this evening demonstrates that the interest in mobile is there, we just have to find more effective ways of delivering the message.”

The event itself also served as a positive proof point for mobile marketing, featuring a dedicated mobile site (http://mma.reporo.info/) designed by MMA member MIG, built by Reporo – the people behind the Mwah mobile social network – and distributed by Sponge via WAP push to opted-in attendees ahead of the event.

“We’re absolutely delighted with the turnout that we’ve had at the first event in this series, and look forward to the next one,” said Gemma Greaves, Marketing Director at The Marketing Society. “Mobile is clearly growing as an important communication channel for brands wishing to connect directly with the customer and is already delivering reach and revenues for marketers. Events such as these are an important way for our members to be able to learn from brands and agencies who are already using the mobile space as part of their marketing strategies so that they can start to do so themselves.”

Steve Wing, Head of Business Development at Guardian News and Media, continued: “Guardian News and Media is delighted to support the MMA at the first briefing event – this is an important step towards helping clients and agencies maximise effective use of mobile advertising. GNM’s investment in our mobile platform is further proof of the importance of this medium and its ability to engage audiences in brands.”

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About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.

FOR MORE INFORMATION:

Jen Allen or Becca Daniel

Mi liberty Ltd

Tel: +44 207 751 4444

Email: [email protected]