, LONDON, Jan 10 – The Mobile Marketing Association, (MMA) has announced plans to launch a new Council in East Africa that will be accompanied by a three day series of events to mark the occasion.
The official launch will take place during the Mobile Marketing Summit, a one day conference for professional marketers to be held in Nairobi on March 8.
"This will be followed by a workshop on 9th March for operators in the region seeking to develop and enhance mobile marketing revenue streams. On March 10th, there will be a half day briefing for members of the new Council, conducted by CMO and MD of EMEA, Paul Berney," a statement said.
The launch is a reflection of the growing recognition in Africa of the importance of mobile within the marketing mix and the need to bring together the key stake holders i.e. brands, advertising agencies, mobile service providers and telecom operators, to work together to establish the conditions for a sustainable and growing mobile marketing medium.
The interim co-chairman of MMA East Africa has been named as Frank Maina, CEO of PHD, a Saracen Media agency who said of the launch: "In line with the MMA\’s building blocks of promotion, education, measurement, guidance and protection, we will work to make the mobile marketing landscape across East Africa a lot more visible and easy to navigate. I look forward to collaborating with fellow members and the wider MMA organization to create a roadmap to success in the region."
"The use of mobile marketing continues to grow globally as does the need and desire for the MMA to help provide structure for that growth. It is no longer a question of \’why\’ mobile should be used to guide marketing approaches but \’how\’. We are therefore excited to be driving its development in a region which has already profiled a number of industry leading campaigns," said MMA CMO and MD for EMEA, Paul Berney.
The Mobile Marketing Association is the premier global non-profit trade association representing all players in the mobile marketing value chain.
With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA\’s primary focus is to establish mobile as an indispensable part of the marketing mix.
The MMA works to promote, educate measure, guide and protect the mobile marketing industry worldwide. The MMA\’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM and Asia Pacific (APAC) branches.