MIG dig-it Newsletter - Industry Activity

Sept 09

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One of the immediate up-shots of the new structure within MIG is that the group's thought leaders are going to play a more vigorous role within industry forums, helping to shape how different business organisations shape their thoughts and strategies around mobile and digital communications.

As a result, Tim Dunn and Zac Pinkham have joined the likes of M&S, COI and Walkers, PepsiCo and Coca Cola on the boards of the Direct Marketing Association (DMA) and Internet Advertising Bureau (IAB) respectively, to add to the work that MIG already does on the boards of the Mobile Entertainment Forum (MEF) and the Association of Interactive Media and Entertainment (AIME).

"We made a decision when we formed the new structure that we'd push forward key members of the management team in the industry forums," explains Barry Houlihan, CEO and Founder of MIG. To this end Tim has been sitting on the DMA board for nearly two months and Zac on IAB for a similar amount of time, following their elections earlier this summer. Both plan to represent the mobile marketing and advertising industry within each and share what it can do.

"Mobile is still a mystery to many mainstream marketers so we can immediately help clarify what mobile brings to marketing and DM," says Dunn. "The DMA is also organising a constant round of educational sessions for members, so it is good for MIG to be involved in the development of these - and to sit in on some to broaden our knowledge and understanding of the DM business. It also offers us a great networking opportunity." "Zac Pinkham has much the same remit on the board of the IAB's mobile council, the role of which is to "work on raising the profile of mobile advertising with agencies, media owners and FMCG brands," he says. "We will also develop and oversee the running of trials to prove, demonstrate and improve mobile ad delivery and redemption." "The IAB's mobile council is also looking at developing a set of mobile advertising guidelines, akin to those developed with MIG's input for the MMA, designed to offer best practice advice so that, in Pinkham's words "buyers, brands, planners and agencies know what to do to develop cost effective and engaging mobile advertising campaigns." "This aspect is especially important as it's something that also impacts Dunn's work on the DMA's board. "The issues with P-TV two years ago have damaged the image of some services and within marketing there are still some legacy concerns, but most of it has faded," he says. "Typically marketers are concerned with regulation, cost and WAP data charges. But their real interest lies in how to integrate mobile and digital into their marketing mix to greatest effect."