The Mobile Marketing Association (MMA) has announced that global CEO and president Mike Wehrs will resign effective 31 December 2009 after having led the association for the past year.
Wehrs will take on the role of special advisor to the MMA Global Executive Committee until 30 June 2010 to ensure a smooth transition. MMA Global Chairman Federico Pisani Massamormile, MMA global chairman and CEO of Hanzo, will serve as interim CEO.
The MMA Board will immediately commence an executive level search for a new global executive, managed by a recruiting committee comprised of Board Members.
Wehrs is credited among other things, with revitalising the organisation and introducing a number of important strategic efforts under his leadership.
“Mike’s leadership has been beneficial not only to the MMA but the industry itself,” said Pisani. “We are disappointed to see him leave but support him in his goals to return to the commercial sector and appreciate him staying on as a special advisor for a period of time. Having benefited from Mike’s leadership, the MMA has transformed over the past year and is finishing 2009 in a great position. Together with the Board and our members, Mike has strengthened the global association and positioned the MMA as the world’s leading trade association for mobile marketing and the source for best practices, guidelines and case studies which protect the consumer experience.”
Added Maria Mandel, MMA North American Chairperson and executive director of digital innovation for Ogilvy New York: “Under Mike’s leadership, the MMA has introduced numerous new membership programs, increased its paid memberships in a very poor economy, negotiated a landmark deal with the US carriers around Consumer Best Practice adoption and solidified its footprint in the global stage with the introduction of a number of local councils among his numerous accomplishments further cementing the future of the mobile marketing industry and we will continue this work with our members worldwide.”
This year, MMA paid membership increased despite the economic conditions and the trends in many other trade associations. The association increased its regional chapters in Asia Pacific (APAC), Europe, Middle East & Africa (EMEA), North America (NA) and Latin America (LATAM).
Within the past year, the MMA has conducted five Mobile Marketing Forums around the World, further established partnerships with CTIA, GSMA, MRC, DMA and several other Trade Associations. The MMA has been at the forefront of establishing global guidelines for Mobile Advertising and the Code of Conduct and this year has worked regionally to get adopted Consumer Best Practices, Mobile Ad Guidelines and other educational documents and professional certifications of competence in the Mobile Marketing field, among other key initiatives.