The Mobile Marketing Association (MMA) has joined forces with the Internet and Mobile Marketing Association of the Philippines (IMMAP) to form the MMA Philippines Local Council.

The Local Council, comprising of 24 founding members, aims to promote the mobile advertising and marketing industry in the Philippines through local participation from industry stakeholders to compel the adoption of global standards, best practice and guidelines across the mobile marketing channel in the country.

Speaking on the occasion, Mike Wehrs, President and CEO, MMA, said, “The Asia Pacific region provides the MMA with great opportunity to add value to our members and companies that make up the mobile marketing ecosystem. We have seen a number of successful mobile marketing campaigns in this region and also identified areas where the Regional and Global scale of the MMA can help accelerate the growth of the local industry. The MMA’s presence in the Philippines strengthens our commitment to the market and highlights the potential for growth.”

“IMMAP's partnership with the MMA will allow us to further drive increased adoption of mobile marketing in the country, by bringing together all of the industry's important stakeholders, such as telecom operators, publishers, agencies, media companies, mobile content and service providers, as well as advertisers,” added Arthur Policarpio, President of IMMAP.