MediaCom appoints first Global Head of Mobile
10 December, 2013
MediaCom has named Ben Phillips as its first Global Head of Mobile.
— Ben will work with MediaCom’s local teams to define best practice across the agency as more and more digital campaigns are expanded into mobile. He will ensure that clients benefit from the latest knowledge and understanding of this important channel.
His initial task will be to focus on mobile strategy directly with clients. This will include identifying ways to exploit the strengths of mobile for always-on campaigns, such as driving footfall for retailers, acquisition for direct response clients, engagement and customer retention for brand-led clients and m-commerce for e-commerce clients.
MediaCom’s mobile billings have grown by more than 117% in 2013 and the agency has seen spectacularly strong growth in markets where it has specialist mobile divisions such as the UK, Germany, Scandinavia, Singapore and India. These teams have developed unique and first in market mobile services for clients, ranging from creative to apps, vouchers, coupons, augmented reality and QR codes to geolocation campaigns.
The agency’s goal is to ensure this level of expertise and creativity is available to all MediaCom clients wherever they are and whoever they are targeting.
Ben was previously Commercial Director at mobile demand side platform Adloqi and has worked in the mobile sector for 12 years. At Adloqi, he developed advertising opportunities and linked the platform to major exchanges. He has also worked at mobile marketing and advertising technology provider Velti, customer engagement specialist MoMac and mobile payment and messaging company MindMatics.
He will report to Global Chief ROI and Direct Marketing Officer David Kyffin.
MediaCom’s current EMEA Head of Mobile, Steffen Krabbenhøft, will now report to Ben as will Andrew Newton, who heads-up MediaCom’s P&G mobile team in APAC.
Ben will also work closely with sister WPP agencies Joule, in China, France and the US, and H-art in Italy, which currently provide additional mobile support in these markets.
“Having spent a considerable amount of my mobile career working with brands and agencies, it is clear that MediaCom is best positioned to be the leading agency for brands that recognise mobile as a major part of their digital strategy. I’m thrilled to be leading this talented team,” said Ben Phillips, Global Head of Mobile at MediaCom.
“We’re delighted to have been able to appoint someone with Ben’s expertise to lead our mobile efforts and make sure that MediaCom continues to be ahead of the game in this crucial area. I was particularly impressed with Ben’s focus on mobile campaign results and I’m sure our clients will be too” said David Kyffin, Global ROI and Direct Marketing Officer at MediaCom.
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MediaCom is one of the world’s leading media communications specialists, with billings exceeding US $28 billion (Source: RECMA 2012). It employs 5,000 people in 113 offices across 89 countries around the globe. The company’s strategy is driven by its “People first, better results” philosophy, which places people – consumers, clients and employees – at its core to generate optimum business results. MediaCom was named Network of the Year at the Festival of Media 2012 and 2010, as well as M&M Network of the Year in 2013, 2011, 2010 and 2009.
The MediaCom family includes a number of industry-leading divisions, such as: MediaCom Interaction, a global digital and interactive marketing agency, which uses future-forward proprietary technology to grow client businesses; direct response agency MediaCom Response, which creates close, measured connections with consumers; content marketing specialists MediaCom Beyond Advertising; sports sponsorship and strategy team MediaCom Sport; and MediaCom Business Science, which ensures clients achieve maximum sales return. MediaCom Worldwide is a member of WPP, the world's largest marketing communications services group, and part of GroupM, WPP’s consolidated media investment management arm. For more information, visit www.mediacom.com
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GroupM is the world’s largest global media investment management operation, with total billings exceeding US $90 billion (Source: RECMA 2012). It serves as the parent company to WPP media agencies including MediaCom, Maxus, MEC, and Mindshare. Its primary purpose is to maximise the performance of WPP’s media communications agencies on behalf of its clients, its shareholders and its people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, and to bring competitive advantage to its clients and companies. For more information, visit www.groupm.com
WPP is the world’s largest communications services group with billings of $71.7 billion and revenues of $16.1 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; consumer insight; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs over 170,000 people (including associates) in 3,000 offices across 110 countries. For more information, visit www.wpp.com
WPP was named Holding Company of the Year at the 2012 Cannes Lions International Festival of Creativity for the second year running, since the award was initiated.