MediaCom appoints first global head of mobile

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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