In what is sure to be a move that will be repeated by marketing agencies far and wide, WPP’s MediaCom unit has created a Global Head of Mobile post and filled it with mobile marketing veteran Ben Phillips.
Phillips’s mission will be to define best practices across all the agency’s units as digital campaigns are expanded into mobile. MediaCom’s mobile billings grew by 117% in 2013, according to the agency, which reports that growth was particularly strong in regions where it fielded specialist mobile divisions, such as the U.K., Scandinavia, and India.
Phillips joins MediaCom from Adloqi, an RTB mobile ad platform where he was commercial director. His12 years in the mobile space also included marketing roles at Velti, MoMac, and MindMatics.
At the outset, says the company, Phillips will be tasked with identifying ways to exploit mobile in ongoing campaigns such as customer acquisition for direct response clients, driving traffic for retailers, and customer engagement and retention for brands.
Phillips will work out of the U.K. and report to Global Chief ROI and Marketing Officer David Kyffin. MediaCom employs 5,000 people in 89 countries.