MMA Announces Management Shake-Up

The Mobile Marketing Association (MMA) has announced that chairman, Steve Wunker, is to step down in response to the increasing demands made by the “phenomenal growth” of the industry.

Wunker will be replaced temporarily by Lars Becker, CEO of Flytxt and Jeremy Wright, CEO of Enpocket, who will be interim deputy chairman.

Becker commented: “We are at a very exciting stage in the development of the industry and the MMA will look to best support the needs of the players in this growing space by remaining at the forefront of legislation and education. We have to continue the work of establishing the MMA as an effective and powerful self-regulatory industry body.”

Becker and Wright will share their responsibilities until December this year when the roles of chairman and deputy chairman will be re-elected.

Traci Gibbons, who was previously digital advertising strategist at Orange, has been appointed as executive director with responsibility for co-ordinating all UK MMA activities.

Earlier this month the MMA amended its code of conduct in an attempt to offer mobile phone users greater protection against unsolicited SMS adverts (see MMA Amends Code Of Conduct To Protect Against Spam).

Recent research from mobile marketing company Enpocket has claimed that permission-based mobile media is 50% more successful at building brand awareness than TV and 130% more successful than radio (see SMS Beats Traditional Media In Building Brand Awareness). However, according to research from BMRB, 70% of mobile phone users find text message advertising too intrusive (see 70% of Mobile Phone Users Find SMS Ads Intrusive).

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MMA: 020 7074 7060 www.waaglobal.org