MMA Acquires AMMB in Brazil

Integration of Brazilian mobile marketing body brings MMA membership more than 750 worldwide

New York, London, Sao Paulo and Singapore – Dec 15, 2009 — The Mobile Marketing Association (MMA) (www.mmaglobal.com) today announced the acquisition of Brazilian association for mobile marketing, the AMMB (Associação de Mobile Marketing do Brasil).

The partnership doubles the number of MMA members in Brazil and brings membership globally to more than 750; representing significant incremental growth and strengthening its position in Latin America and globally.

“Brazil is a leading South American light when it comes to mobile marketing and advertising. This union of the AMMB and MMA is an important step towards region-wide industry collaboration to create a healthy and sustainable ecosystem for all, under the auspices of the MMA,” said MMA Global Chairman, Federico Pisani Massamormile. “Bearing in mind the progress that the MMA has already made in Brazil and Latin America over the past year, rapidly increasing membership and launching region-specific guidelines for example, the additional strength that this union brings can only spell greater success for the industry.”

The agreement with the AMMB follows a range of MMA activity in Brazil and Latin America over the past year, including the launch of operator-backed Consumer Best Practices for the Brazilian market, a partnership with the IAB in relation to its global Mobile Advertising Guidelines and several successful local Mobile Marketing Forum events. The integration of the AMMB’s membership adds a range of agencies such as CycleLogic, media companies such as SBT and brands such as Visa Vale to the existing MMA membership base.

Current Chairman of the AMMB, Luiz Santucci will remain on board serving as the LATAM regional Chairman for the MMA. Former LATAM Chairman Omarson Costa, Senior Business Development Manager - Latin America, Microsoft, stepped down from his position last month for personal reasons. Santucci will resume all Chairman responsibilities effective today.

“The AMMB and MMA’s goals of creating a thriving and sustainable mobile marketing industry are so closely aligned that it makes perfect sense for the two to work together, creating one united and stronger organization,” stated Luiz Santucci, LATAM Chairman for MMA.

For more information on the MMA’s members, visit http://www.mmaglobal.com/about/mma-members. To access the Brazilian Consumer Best Practices and global Mobile Advertising Guidelines mentioned above, amongst other initiatives, visit http://www.mmaglobal.com/policies.

Source: Mobile Marketing Association (MMA)