The Mobile Marketing Association (MMA) has elected its new Board of Directors for China, naming Tony Chen (President GroupM Interaction China) and KF Lee (CEO, Greater China, Aegis Media China) as Co-Chairs. The 10-member strong board was elected by 71 members of Association in China during the annual membership meeting held last month. With this election, Mr Chen takes up the post of Co-Chair for a second term.
The new board comprises of four committees that will be the main drivers for all of MMA China’s initiatives, identifying their own priorities in conjunction with the MMA’s regional initiatives. Together with the regional board of directors elected in October 2013, they will serve the growing needs of mobile marketers in China.
In addition to the Co-Chairs, the newly elected board includes:
Mobile Advertising Guideline Committee:
Chair: Joshua Maa, Founder & Chief Executive Officer, Madhouse
Vice Chair: Kevin Hu, COO, Miaozhen
Market Education & Certification Programme Committee
Chair: Jessie Yang, General Manager, InMobi
Vice Chair: Craig Zhang, CEO, mJoule
Marketing & Partnership Committee
Chair: Michael Tang, President, HDT Holdings
Vice Chair: Belinda Wang, Co-President & COO, SOHU
Research Committee
Chair: Zou Lei, Co-CEO, iResearch
Vice Chair: Ethan Tsai, Co-founder and COO, AdMaster
The Mobile Advertising Guideline Committee aims to identify and articulate best practice approaches to mobile measurement and data collection, and is responsible for establishing standards for mobile ad unit sizes. The Committee also offers guidance on emerging platforms.
The Market Education & Certification Program Committee supports MMA’s key goal of providing regular training and industry updates to its members. The Committee will be working towards developing an on-going China-specific study that maps the market, players and opportunities, including data to educate the advertising community.
As a not-for-profit industry body the MMA relies on the industry’s participation and sponsorships to support its activities and the Marketing & Partnership Committee seeks to encourage companies to actively opt-in for services.
The Research Committee is tasked with understanding brands’ and marketers’ expectations when using the mobile channel as well as measuring consumer behaviour and trends.
Over the past year MMA China, under the guidance of the previous Board of Directors, released four sets of Guidelines and White Papers, established an Education Committee Advisory Board, organised educational workshops, and created mobile advertising standards together with leading advertising network platforms, third party research institutions and brand advertisers. The new Committee will help take these activities forward.
“China is no longer an emerging market – it has arrived. It is currently the world’s largest mobile phone market and mobile marketing in the country will become increasingly significant to brands. The Board of Directors provide valuable insight that will be critical in the development of the MMA’s initiatives and the mobile marketing space in China. I look forward to working with them to drive the growth of our industry,” said Rohit Dadwal, Managing Director, MMA APAC.

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