IAB UK appoints Jonathan Mew as first Head of Mobile

The Internet Advertising Bureau (IAB) has appointed Jonathan Mew, former Orange head of marketing, as its first head of mobile.

The IAB said that Mew has been enlisted to champion the medium and further educate advertisers and agencies on its potential.

The hire comes a month after the IAB officially widened its remit to serve the mobile advertising industry, following consensus from all five UK networks (see IAB Widens Remit To Serve Mobile Ad Industry).

Reporting to marketing director Kieron Matthews, one of Mew’s core responsibilities will be to manage the IAB Mobile Steering Group (MSG) which features senior representation from 3, O2, Orange, T-Mobile and Vodafone UK.

He will also head-up the IAB Mobile Council, which was launched in November last year. Over the next 12 months and beyond, Mew will be spearheading collaboration between the IAB Mobile Council membership which comprises major publishers, agencies, advertisers and technology companies.

Guy Phillipson, IAB chief executive, said: “Jon Mew is a great catch for the IAB and the mobile industry. With his considerable experience at Orange over the last 5 years, he’s perfectly placed to educate and inspire agencies and advertisers to do more with mobile.”

Mew said: “I’m delighted to join the IAB at such an exciting time. There is a real hunger and high expectation for mobile advertising as no other medium offers the same impact or targeting capabilities. Understanding amongst advertisers and agencies is still relatively low, and I’ll be working with them to change that.”

IAB: 020 8683 955 www.iabuk.net