Mobile Marketing Association creates MM25

In keeping with the Mobile Marketing Association’s (MMA) new ‘marketer first’ mission and aligning with its commitment to help marketers around the world leverage the power of mobile, today the MMA announced the formation of MM25.

The charter for MM25 is to work collaboratively with the MMA and the industry at large to identify areas of opportunity; initiatives and research that will allow marketers to more effectively and efficiently integrate mobile as core to their marketing strategies. The MM25 will drive against tangible goals and take on specific programs from start to finish, while also providing a platform for marketers to learn from and debate with their peers. The members of MM25 will participate in smaller working groups to influence and drive against the MMA’s Global Board priorities including: mobile attribution analysis, mobile creative, marketer education and innovation.

“For many brands, mobile is a key integrator for multi-channel content, as well as rapidly becoming the go-to channel for many consumers,” said Yin Rani, Vice President of Integrated Marketing at Campbell Soup Company, and member of MM25. “At Campbell, we are using mobile to connect with consumers where they are and to engage them with personally relevant content at the right moments in their daily lives. I look forward to working with this talented group of brand marketers as we seek to define mobile’s role in a rapidly-changing consumer and media environment.”

“The amazing group of individuals and brands that we have been able to bring together for MM25 is a testament to the dedication of marketers as a whole to learn more about and progress the transformational opportunity mobile presents for all,” said Sheryl Daija, Chief Strategy Officer for the MMA. “Our goal is to eventually have a number of MM25 groups that are non-competitive in nature and focused on driving against core issues for all marketers to leverage in their mobile efforts. We applaud the leadership of this first group and invite others to join and follow in their footsteps.”