MMA and IMMAP Launch Philippines Local Council

The Mobile Marketing Association (MMA) and the Internet and Mobile Marketing Association of the Philippines (IMMAP) announced today the formation of the MMA Philippines Local Council. The partnership aims to foster the mobile advertising and marketing industry within the Philippines by engaging local stakeholders to drive the adoption of global standards and best practices for the mobile marketing channel.

Mike Wehrs, President and CEO of MMA, highlighted the significant opportunities in the Asia Pacific region, noting the potential for mobile marketing to become a substantial contributor to the Philippines' advertising market. The collaboration with IMMAP is intended to support the industry on key issues such as measurement, best practices, and codes of conduct.

Arthur Policarpio, President of IMMAP, stated that the partnership will facilitate greater adoption of mobile marketing in the country by uniting industry stakeholders, including telecom operators, publishers, agencies, and advertisers. A strategic action plan will be developed to accelerate industry growth locally, focusing on research, education, measurement, and regulatory engagement.

The MMA Philippines Local Council comprises 24 founding member companies and is the second such council launched in the Asia Pacific region within four months, following India. Founding members include companies like Microsoft, Nielsen, and Unilever. The agreement was signed during IMMAP’s 3rd Internet and Mobile Marketing Summit in Manila.