Martin Peters, Head of Mobile Search & Advertising, T-Mobile International )Hatfield, UK)
Dear fellow Mobile Marketing Enthusiasts!
I am standing for election to the EMEA Board of Directors as the representative of T-Mobile International.
T-Mobile International was established in December 1999 and is a wholly owned subsidiary of Deutsche Telekom AG. The Deutsche Telekom Group holds direct or indirect investments in mobile communications companies in 12 countries. Almost 120 million mobile customers were served by companies of the Deutsche Telekom Group end of 2007. T-Mobile International is one of the largest mobile communications operators worldwide.
At T-Mobile, I am the international Head of Mobile Search and Advertising and I have held this new position since its creation in September 2007. I have spent most of my career in the mobile telecommunications industry, and have been with T-Mobile since 2004. Prior to my current position I was responsible for the network related marketing strategy at T-Mobile, bringing to life the enablers of today’s mobile high speed internet such as EDGE and UMTS/ HSxPA.
The fact that T-Mobile established a dedicated team for Mobile Search and Advertising on an international level in 2007 reflects the company’s commitment to becoming a driving force in this new field of business.
In 2007 T-Mobile increased its involvement in international industry bodies – among which were contribution to the local MMA chapters in the US, UK and Germany - in order to help shape industry alignment and promote the new opportunities associated with mobile marketing to advertisers. In addition, T-Mobile is active in other industry bodies with interests in mobile advertising such as the OMA or GSMA.
Today we witness networks, devices and services reaching a quality and price level that drive mass adoption of the mobile internet. At the same time, the vision of mobile marketing as a new marketing opportunity for advertisers as well as a significant source of revenues for the mobile industry is taking shape.
However, before this vision can become reality key foundational elements need to be established including standardisation of metrics and targeting capabilities. In addition, our customers – in this case marketers, advertisers, and their agencies – need to appreciate the opportunities associated with mobile marketing.
I am convinced that both topics – industry standardization and communication – require industry alignment and a joint approach. MMA EMEA is one of the key industry bodies that will help us achieve these objectives. Therefore, I would like to take on the opportunity to drive and support the MMA EMEA activities as member of the Board of Directors of the MMA EMEA.
Michael Birkel, CEO, 12snap AG )Munich, Germany)
Dr. Michael Birkel is the CEO and co-founder of 12snap AG. Before founding 12snap he was Senior Consultant at McKinsey&Co. serving companies from in the digital and media industry with strategy development. Prior to that, Michael worked at United Nations in New York and at CERN, Geneva. He holds a Masters in Physics from Munich University and a Ph.D. in Theoretical Physics from Oxford University.
12snap is an internationally active expert in Mobile Marketing, Mobile CRM as well as for Mobile Applications and innovative technical services. We offer creative services, technical implementation, campaign management and project management from a single source.
As a result, we have been ensuring our customers receive highest quality at all levels since 1999, making 12snap one of the very pioneers on an international basis in mobile marketing. Today 12snap counts 75 employees and has offices in Munich, Dusseldorf, London, Milan, Stockholm and Istanbul.
For our long-year customers such as Coca-Cola, McDonald’s, Nokia, or Vodafone, 12snap has been designing and executing hundreds of campaigns and loyalty programs. Many of them were receiving the highest industry awards, the most important ones being 4 Lions at the Cannes Festival for the work we have done for Coca-Cola, Nokia and Sony. This makes 12snap the only mobile marketing provider worldwide that has been awarded these highest creative awards of the industry.
12snap has been an MMA member since 2002. It was a founding member of the MMA Europe and held the first European Chairmanship. Also, it was the founding member of MMA Italy in 2003. Last year, 12snap was the initiator and a moderating contributor to winning Germany’s leading Digital Marketing Association )BVDW) as the German MMA chapter. Our most successful campaigns have been posted in the MMA monthly newsletters, most recently in the January and March 2008 editions.
As co-founder of 12snap, Michael Birkel since 1999 is one of the pioneers in Mobile Marketing helping to form and advance the industry to where it is today. Due to his experience and the prize-winning work, 12snap is performing for the world’s leading brands, Michael has become a renowned and leading industry expert internationally recognized through numerous speeches and representative positions over the years.
With his expert knowledge and industry standing, Michael would be thrilled to contribute to the further development and growth of the MMA by joining the European Board of Directors. Michael will strive to make the following contribution:
Nitzan Yaniv, VP Business Development, Amobee )London, UK)
Amobee has been a member of the MMA since 2006 and I have been an active member of the mobile advertising sub-committee for over 6 months, contributing to the formulation of both the EMEA and now the Global guidelines.
I have over eight years experience in the advertising and digital media industries, having held key roles in ad agency and technology provider companies. For the last 2 years I have been serving as VP Business Development at Amobee where I am responsible for the company’s agency and Operator relationships across EMEA. Amobee provides ad management solutions to mobile operators and we are therefore closely involved with all aspects of the ad model throughout the value chain. Amobee is funded by Sequoia Capital )www.sequoiacap.com) and Accel Partners Europe )www.accel.com) with strategic investments from both Vodafone and Telefonica. We are at the forefront of this emerging industry and are currently live with 10 Operators in nine markets.
Prior to Amobee, I had sales and business development responsibility across EMEA at Eyeblaster – a leading agency adserving and rich media platform on the web. While at Eyeblaster I served on the IAB sub committee tasked with defining the guidelines for rich media advertising. Prior to Eyeblaster, I was an Account Director at DLKW Dialogue, the digital arm of ad agency Delaney Lund Knox Warren & Partners )www.dlkw.co.uk) where I ran some of the agency’s key digital accounts )Vauxhall, Teletext, HBOS, BAA).
I feel that my experience of working with clients through the growing pains during the early days of online advertising, combined with my years promoting new technology innovations in online advertising during its resurgence, would be very relevant to the challenges facing us in growing and shaping mobile media and mobile advertising.
Reasons why I should be considered:
Owen Hanks, Senior Director EMEA, Rhythm New Media )London, UK)
Owen Hanks is a veteran of the media and advertising industry, working for large media companies such as BBC and BSKYB and has been responsible for many ground breaking media firsts – Worlds first interactive TV advertising campaign and more recently World’s first targeted advertiser funded video service on mobile.
Owen has been Rhythm New Media’s head of European operations for the past 6 months having joined Rhythm at it’s inception in Europe two years ago.
Owen is passionate about mobile media and advertising and working with Rhythm has been responsible for bringing brand advertisers into the mobile market.
Rhythm created the world’s first targeted ad funded video service and currently works with MNO’s, MVNO’s and mobile media companies across the globe.
Owen is a mobile evangelist, and has close relationships with all parts of the mobile marketing value chain, operators, content providers/publishers and the advertising community. Owen believes a collaborative approach to mobile marketing will truly strengthen our marketplace and provide a sustainable ecosystem for all parties.
Rhythm New Media is a mobile solutions and sales network headquartered in California. Rhythm is committed to the pursuit of excellence in the mobile marketing and advertising space. Rhythm would like to firmly establish the mobile space as the advertising marketplace to rival all other media.
If elected to the MMA EMEA board of directors Owen will strive to make the mobile industry the envy of all of media and bring a new approach and skill set to an already diverse EMEA BOD.
Rhythm New Media has been an active member of the MMA Global for the last 2 years. We are active as a committee member responsible for the mobile video advertising standards.
Philippe Huysman, VP International Sales & Business Development, ScreenTonic – Microsoft Advertiser & Publishers Solutions )Paris, France)
I am sending my application for a position on the EMEA MMA Board as I believe the MMA plays a critical role in shaping the burgeoning mobile marketing and advertising industry. Microsoft sees the mobile advertising market as a key priority, and as part of Microsoft Advertiser & Publisher Solutions division, ScreenTonic is at the forefront of developing our mobile advertising capabilities.
ScreenTonic was acquired by Microsoft in May 2007 to accelerate the development of Microsoft's mobile advertising business, and launched mobile ads in a number of countries on MSN Mobile and with 25 leading publishers and mobile carriers. ScreenTonic was a European pioneer in the mobile advertising space, having started to serve ads on Orange world's portal in 2003. As responsible for international development, I learned the difficulty in convincing both publishers and advertisers to adopt the mobile channel as new medium, and the benefits that would come from greater harmonization and collaboration across the industry.
Prior to Microsoft APS - ScreenTonic, I have been involved in the wireless data industry since over 10 years working across the US and 5 different European countries. In my mobile advertising role in Europe, I actively participated in mobile advertising evangelization and conferences/events, Iike the Mobile Fachgruppe in Germany )MMA Germany).
I look forward to playing an active role in the MMA to accelerate the adoption of mobile as a new marketing channel.
Prinz M. Pinakatt, Manager of Interactive Marketing Europe, The Coca-Coca Company )London, UK)
At The Coca-Cola Company, I started in a European function dedicated to pan-European digital initiatives beginning this year. My department, European Interactive Marketing, operates in that function and is tasked with reinventing connections to consumers by leading and enabling interactive )web, mobile, etc…) strategies for some of the world’s most valuable brands, including of course Coca-Cola ®. In my over 9 year association with the company, the most visible deliverable was the launch of www.cokefridge.de which is recognized as one of the leading teen focused online and mobile loyalty, promotions and brand experience platforms in Germany. My current role focuses on developing outstandingly innovative digital brand experiences in the area of gaming, sports and loyalty programs across Europe. With our product’s core audience being teens and young adults, mobile technologies have a highly visible role in each of this area.
Prior to my current role within Coca-Cola I was Senior Interactive Marketing Manager in Germany for about 3 years delivering several mobile and online programs that even have changed the way of how Coca-Cola did market its brands )see PR echo on the launch of cokefridge.de or Fanta Message in a Bottle). My brand development skills were polished during my time as a classic Brand Manager always having leveraged the power of interactive marketing for award winning programs such as “Fanta Message in a Bottle” or “Coke light Man Election”.
Company Highlights
The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola®, recognized as the world's most valuable brand, the company markets four of the world's top five soft drink brands, including Diet Coke®, Fanta® and Sprite®, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world's largest beverage distribution system, consumers in over 200 countries enjoy the company's beverages at a rate exceeding 1.3 billion servings each day.
Misc )active participation, length of term as MMA member)
Reasons to consider
Russell Buckley, Managing Director, Europe, AdMob Inc. )Starnberg, Germany)
I’ve been a very active MMA EMEA Board member this year and was delighted to be unanimously elected by my fellow Directors to take over the Vice-Chair role half way through the year, when the incumbent had to step down. I’ve also been one of the most diligent Board members in terms of building new membership, as well as attending Board Meetings and otherwise fulfilling the role I was elected to perform.
If fortunate enough to be elected again, I’d like to help the Board build on the considerable successes of the first year operating within the EMEA structure. Two critical criteria for me are an increase in membership, especially within the under-represented Middle East and Africa, and to roll out further local initiatives to both educate the market and to encourage networking within the mobile marketing community at local country level.
I’ve been involved with the MMA since its very first meeting in 2000, when a handful of practitioners gathered in London to talk about a trade body for the nascent industry. As one of mobile marketing’s most experienced practitioners )literally A through to Z - AdMob to ZagMe) and as a leading commentator )via MobHappy and Carnival of the Mobilists), I’m really enjoying the opportunity to help lead mobile marketing through its next phase of growth and as it matures from the niche to the mainstream.
My role as European Managing Director for AdMob allows me an insight into this mainstream world. While AdMob is only just over two years old, we’ve already proved that large-scale mobile marketing can work. We currently serve over 2.3 billion mobile advertisements every month, with no end to this phenomenal growth in sight.
AdMob allows me to bridge the twin worlds of mobile content and blue chip brand advertising and agencies, for a total view of the market and where it’s going. Both these constituents have different needs and issues to address and it’s important to take both into account as we move forward as an Association.
As a commentator on the industry, I also founded and write )along with Carlo Longino) MobHappy, which is one of the most popular blogs about mobile technology and mobile marketing, with around 40,000 regular readers. This gives me a huge and influential audience to communicate with and means that unusually, I’m both a practitioner and widely read analyst of the business.
My original entry into mobile marketing came via ZagMe, one of the pioneers of the sector. ZagMe was a location based mobile marketing channel that recruited over 85,000 users and 150 advertisers before falling victim to the post-9/11 financial climate. However, ZagMe taught many lessons that are still highly relevant today.
While I’ve spent 8 years in mobile marketing now, before that I enjoyed over 15 years working in marketing, which included advising leading brands such as Coca-Cola, Diageo, Texaco and Mars.
I hope I can count on your vote and I pledge myself to contributing actively if I’m fortunate enough to be re-elected.
Salvador Carillo, CEO, Mobile Dreams Factory )Madrid, Spain)
The Company
Mobile Dreams Factory has strong Leadership in the mobile marketing industry.
As an agency, Mobile Dreams provides Mobile marketing services to clients such as Coca-Cola, Diageo, Heineken, Vodafone, MoviStar, Renault... In the last two years Mobile Dreams' campaigns have been recognized with six honorable mentions and two mobile marketing awards: Sol de Oro at the San Sebastian Advertising Festival, Ficod 2007, finalist in Cannes Lions and Eurobest, and many others.
Mobile Dreams also develops mobile marketing technology services for operators, the media and retailers. They manage the technology platform for Vodafone's Spain permission marketing service, provide applications and display ad serving for media groups such as )Marca, Sport, El Periódico, Expansión, etc.) in Telefonca Movistar and Vodafone, and provide 2D code delivery platforms and scanners for retailers, etc.
Mobile Dreams Factory's Commitment to the MMA
Mobile Dreams Factory is an MMA global member. Salvador actively participated in the foundation of MMA's Spanish Chapter, collaborating since 2005 in the development of the MMA as the main source of information and leadership in the mobile marketing field. As a result of this contribution, in November of 2007 Salvador was unanimously elected as the top representative of the MMA in Spain by its 40 local members.
Through Alberto Benbunan, cofounder and corporate development director of the company, Mobile Dreams Factory has been very active in the MMA EMEA activities. Alberto was elected as MMA EMEA's Treasurer in 2006. Since then, Mobile Dreams has chaired several MMA committees such as proximity marketing committee and Mobile Coupons sub-committee. Now that Alberto is moving to the USA to manage operations in America, Salvador is applying for the MMA EMEA board in order to continue collaborating with the MMA in the development of Mobile marketing in Europe.
Salvador's BIO
Prior to founding and managing Mobile Dreams Factory, he was a driving force behind the digital activities developed by Grupo Recoletos )www.recoletos.com), the Spanish media group leader in specialized news )economics, sports, health, women) and a Pearson PLC subsidiary. He played several roles in the group, such as Project Manager, E-commerce Director and Deputy director of Internet and mobile activities. He has also worked on International projects with the Financial Times, Microsoft, Yahoo!, etc. He is Associate Professor at the Instituto de Empresa )ranked in the Financial Times Top Ten Business Schools) where he has taught subjects as digital marketing, e-commerce and strategy.
Stefan Meyer-Spickenagel, Global Director Mobile, GroupM )Dusseldorf, Germany)
- Co-Founder of MindMatics )one of the first Mobile Marketing agencies in the world) in 2000
- 8 years of experience in making Mobile marketing a mass market
- Global responsibility for Mobile Marketing within GroupM, the largest media agency in the world )Mediacom, MindShare, Mediaedge, Maxus, Kinetic)
- Bringing Mobile Marketing to the next level of revenues needs to be done via the media agencies as the core media budget is managed by them
- Therefore, the media agencies should play an active role in the MMA to define standards and represent the client’s needs
Todd Tran, Managing Director, Kinetic Worldwide )London, UK)
Kinetic Mobile, a member of MMA for 9 months, is the only mobile marketing agency in the WPP Group, the world's largest advertising group. Todd Tran's involvement in the mobile marketing industry has been nothing short of impressive.
Currenty, Todd is Managing Director of Kinetic Mobile, UK. Todd has 7 years of mobile marketing experience and have been involved with over 500 mobile marketing campaigns. He began his began his mobile marketing career at Flytxt where he was Head of Business Development and Managing Director of the Media and Entertainment division. As a member of MMA for 3 years here, Todd worked on campaigns such ast Coca Cola and Orange. Todd later became Managing Director of MINICK UK working on brands such as Pepsi, Big Brother, and Adidas.
Prior to mobile marketing, Todd was a strategy management consultant at Bain & Company and also worked at a business accelerator company in the Silicon Valley. He graduated with Honors from the University of California at Berkeley.
The best reflection of Todd's skills lies in his ability to develop relationships and provide sustainable insights into the mobile marketing arena. Considered an expert in the mobile field, Todd has presented at over 30 conferences in the world, dedicating himself to educating and supporting mobile marketing innovations and initiatives.
In his 7 years of experience, he has been a key player in several of the biggest mobile marketing campaign projects to date including Coca Cola, Orange Wednesday, Big Brother and Adidas. His expected contribution and impact to MMA would be nothing short of his history of accomplishments which include experience with working with blue chip clients, translating the WPP perspective and representation of mobile marketing industry in Europe as a whole.
From his strategic background, Todd is able to bring solid thinking and planning to the MMA and more importantly to its growth and future. Through his extenstive network. respect in the industry,and 4 years of being an MMA member, Todd would be a strong brand ambassador and asset to the MMA.
Xavier Perret, Vice President Line Of Business Advertising, Orange France Telecom Group )Issy Les Moulineaux, France)
Orange has been involved in MMA activities for more than 6 years, mostly through UK, FR and SP advertising teams. At the group level, Advertising teams are led by Line Of Business Advertising, which Xavier Perret is in charge of.
Actually, Xavier could provide Orange Group position at a European and even Global level )23 Orange Countries) to MMA Global Meetings and discussions.
VP position of Xavier in Orange Group gives him many possibilities in terms of autonomy and effectiveness, so that MMA Global could go further in leveraging initiatives and projects.
Xavier has also led many discussions and agreements with the "Big Three" and many other specific Mobile Players, in the construction of Orange Group Advertisings devices.