Mobile Marketing Forum Europe Gathers Top Brands

The Mobile Marketing Association (MMA) has confirmed 12 of the world's leading brands to speak at its annual Mobile Marketing Forum Europe (MMF) event in Berlin this September. The forum aims to consolidate the industry's focus on brand experience, covering what brands want, need, and expect from mobile platforms, along with their achievements.

Participating brands include Auto Trader, BBC Worldwide, BMW, Coca-Cola, Deutsche Post, Lufthansa, Nestlé, Nike, Procter & Gamble, Pepsi, RTL, and Sony Ericsson. Pepsi's Marketing Director, Ugur Oglu, highlighted mobile's capacity for real-time customer reach, targeting, measurement, and reward, calling it a "great revolution" in customer engagement.

The two-day forum, held at the NH Berlin Mitte Hotel from 9–10 September, will feature keynote speeches, presentations, case studies, and panel discussions. Topics include Nike's approach to reaching sports fans, Coca-Cola's global mobile strategy, Nestlé's mobile initiatives, and BMW's use of mobile in its marketing mix.

Other sessions will delve into mobile advertising case studies, the airline industry's use of mobile services, and challenges in digital marketing. MMA President and CEO Mike Wehrs stated that mobile devices are revolutionizing marketing communications by offering a personal and effective channel for consumer engagement. The event is also offering a live stream webcast option for virtual attendees.

MMF Europe is produced by the MMA in partnership with Informa Telecoms and Media. Sponsors include Jinny Software, i-New Communications, and Smaato, among others.