The Mobile Marketing Association's (MMA) Greg Stuart and Mondelez International's Bonin Bough talk to ClickZ about the new positioning announced at Cannes Lions.
This story was originally published on June 27, 2013, and comes in at No. 8 on our countdown of the 10 most popular ClickZ stories of 2013. As ClickZ looks back over the past year, we're celebrating the best of 2013, as determined by you, our readers. Enjoy!
What is the first thing you do when you wake up? Reach for your phone? Let's be honest - who doesn't?! With nearly 75 percent of mobile users falling asleep with their device within reach, the power and influence that mobile has on consumers' daily lives is undeniable.
At Cannes Lions 2013, the Mobile Marketing Association (MMA) unveiled a new positioning that reflects the importance of mobile as a marketing vehicle. As Greg Stuart, chief executive of the MMA puts it, "the little screen is producing some of the biggest marketing ideas today."
The positioning - which promises that "nothing gets marketers closer to their consumers than mobile" - was created by a MMA global task force consisting of mobile influencers, including Bonin Bough, vice president of global media and consumer engagement, Mondelez International. Bough talks to ClickZ about his involvement in the task force and also discusses Mondelez's large focus on mobile, including its Mobile Futures Program initiative.
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Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).
In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.
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