Orange's Mew becomes IAB mobile chief

LONDON - The Internet Advertising Bureau has appointed Orange's Jonathan Mew as its first head of mobile, as it looks to ramp up its commitment to increase mobile advertising in the UK.

Mew: will head the IAB's Mobile Council among other responsibilities
Mew: will head the IAB's Mobile Council among other responsibilities

The appointment of Mew, Orange's former head of marketing who took up his new post on Monday, comes a month after the IAB widened its remit to serve the mobile advertising industry.

The IAB signed up O2, T-Mobile, Vodafone and 3 as members, alongside existing member Orange, as it becomes the trade body for mobile advertising via the IAB Mobile Steering Group.

Mew will report to IAB marketing director Kieron Matthews. One of his key responsibilities will be to oversee the steering group.

He will also manage initiatives, such as organising mobile-related events, educational publications and research, as well as heading the IAB Mobile Council, which was launched in November last year.

The council is responsible for the implementation of a number of the IAB’s mobile initiatives and includes several expert members from across the industry.

Before joining Orange, Mew worked in marketing roles at Freeserve and Wanadoo.

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