The Internet Advertising Bureau has appointed Jonathan Mew, a former
head of marketing at Orange, as its first head of mobile. He will be responsible for promoting mobile marketing to advertisers and agencies.
The appointment follows the IAB’s decision to widen its remit to
serve the mobile advertising industry.
Mew takes up his position today (November 6) and will report to the IAB’s marketing director, Kieron Matthews.
He will manage the IAB Mobile Steering Group, which consists of senior representation from 3 mobile, O2, Orange, T-Mobile and Vodafone UK.
He will also head up the IAB Mobile Council, which is responsible for the implementation of the IAB’s mobile initiatives.
Mew says: “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.”
Over the next 12 months, Mew will be leading a collaboration between the IAB Mobile Council membership and technology companies.
Guy Phillipson, chief executive of the Internet Advertising Bureau,
says: “With his considerable experience at Orange over the last five years, Mew is perfectly placed to educate and inspire agencies and advertisers to do more with mobile. There’s a high degree of interest in the medium.”