The UK advertising trade body IAB has appointed its first head of mobile.
He is Jonathan Mew, former head of marketing at Orange, who joins a month after the Internet Advertising Bureau officially widened its remit to serve the mobile advertising industry.Mew has been recruited to to champion the medium and further educate advertisers and agencies on its potential. He will manage the IAB Mobile Steering Group (MSG) which features senior representation from 3, O2, Orange, T-Mobile and Vodafone UK. Other initiatives include dedicated events, educational publications and research.
He will also head-up the IAB Mobile Council, which was launched in November last year. Over the next 12 months and beyond, Mew will be spearheading collaboration between the IAB Mobile Council membership which comprises major publishers, agencies, advertisers and technology companies.
Guy Phillipson, chief executive of the IAB, said: "Jon Mew is a great catch for the IAB and the mobile industry. With his considerable experience at Orange over the last 5 years, he's perfectly placed to educate and inspire agencies and advertisers to do more with mobile. There's a high degree of interest in the medium, so I'm sure Jon will be in great demand."
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