Mobile Marketing Association establishes UK council

The Mobile Marketing Association (MMA) has announced the creation of a new UK council to lead the establishment of guidelines and best practices and educate and evangelise on the mobile channel in the UK.

The Council will be chaired by Sponge’s Alex Meisl and Scott Seaborn of Ogilvy Group UK. The new council has brought together 56 member companies from the MMA’s global, European and local membership. Seven of these 56 members – Sponge, Incentivated, Yodel, Netsize, Rapid Mobile, Reporo and We Love Mobile – joined the MMA as a result of the UK Council launch. The UK Local Council joins other previously established MMA European local councils including Spain, Ireland, Germany and Austria.

The UK council’s priorities and initiatives will be based on the needs of local membership and market dynamics, whilst ensuring synergies with the global organization. The UK Council will initially work on a series of education workshops for brands and agencies, and on an ongoing basis, provide members with the opportunity to participate in and lead committees on key industry topics and provide a forum for industry leaders to come together.

As Nielsen Mobile’s research shows, the mobile internet audience in the UK has grown by 61% since the third quarter 2007, and with one in five UK mobile users recalling seeing a mobile ad, the council is ideally positioned to help marketers to capitalise on this rapidly expanding market.

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