New York; London, UK; Singapore and Sao Paulo, 14 November 2008 — The Mobile Marketing Association (MMA) (www.mmaglobal.com), which globally promotes the development and sustainability of the mobile marketing industry, announced the winners of its Fourth Annual Global Mobile Marketing Awards. The award ceremony was held on November 13 in San Diego, at the Annual Global Awards dinner and ceremony that marked the conclusion of the MMA's Mobile Marketing Forum (www.mobilemarketingforum.com).

“For the first time in our history, we have presented awards across every geographic region. We are thrilled with the creativity, innovation and results that we are seeing from our members and the industry, across the globe, from their mobile marketing campaigns,” said Laura Marriott, president of the MMA. “We are inspired by the winner’s campaigns and the amazing and successful programs they have executed over the past year. Thank you to you all for your commitment to a positive consumer experience and the health of the mobile channel.”

The MMA received submissions from companies across the globe across 12 categories. Finalists were selected by the MMA Awards Selection Committee comprised of global industry leaders from wireless carriers, technology and content providers, agencies and industry publications.

The 2008 MMA award winners are:
Best Use of Mobile Marketing, Branding:
APAC

• OgilvyOne Worldwide Hong Kong, Guinness Passport to Greatness

EMEA

• BBH (Bartle Bogle Hegarty), Lynx Get In There mobile tools

LATAM

• Unilever, F.biz, Nokia Interactive Advertising, Unilever Seda Teens Shampoo Mobile Marketing Campaign

NA

• Golden Gekko S.L., Absolut Drinks in Your Mobile

Global

• BBH (Bartle Bogle Hegarty), Lynx Get In There mobile tools

Best Use of Mobile Marketing, Cross-Media Integration:
APAC

• The Hyperfactory & Saatchi & Saatchi, United Nations “Voices” Campaign

EMEA

• Mobile Dreams Factory, TIENES UN PLAN

LATAM

• Mobext Brazil, Media Contacts Brazil and Citroën, Delivering Geo-Target Information

NA

• HipCricket, TXT4Dummies

Global (tie)

• The Hyperfactory & Saatchi & Saatchi, United Nations “Voices” Campaign and
• Mobile Dreams Factory, TIENES UN PLAN

Best Use of Mobile Marketing, Direct Response:
APAC

• The Hyperfactory & Saatchi & Saatchi, United Nations “Voices” Campaign

EMEA

• Mobile Dreams Factory, Voice Push

NA

• Walmart, Kraft Foods, AT&T Signature Sales, and Single Touch Systems, # MEALS

Global

• The Hyperfactory & Saatchi & Saatchi, United Nations “Voices” Campaign

Best Use of Mobile Marketing, Product/Services Launch:
APAC

• The Hyperfactory, Nike T90 Kick Off Launch in 3D Augmented Reality on Mobile

EMEA

• Mobile Dreams Factory, INFORMATION IN YOUR PHONE

LATAM

• F.biz, Seda Teens

NA

• INCENTIVATED, Jaguar Cars NA, Jaguar XF Launch Campaign

Global

• Mobile Dreams Factory, INFORMATION IN YOUR PHONE

Best Use of Mobile Marketing, Promotion:
APAC

• AURA Interactive, Paramount Pictures BlueZone® campaign

EMEA

• Electric Agency, COCA-COLA EUROCUP 2008 - 'WHAT HAPPENED TO THE BALL?'

LATAM

• HANZO SA, HANZO Online Mobile Marketing Campaigning

NA

• The Weather Channel Mobile, Mobile Month

Global

• AURA Interactive, Paramount Pictures BlueZone® campaign

Best Use of Mobile Marketing, Relationship-Building:
APAC

• Mindshare India, Pepsi - Youngistaan - A New Cult for Youth!

EMEA

• R/GA, Nokia Urbanista Diaries

NA

• CellTrust, Harlem Success Academy Connects with Parents

Global

• CellTrust, Harlem Success Academy Connects with Parents

Innovation:
EMEA

• AKQA, Nike PHOTOiD

NA

• Cellfire Inc., Cellfire Mobile Grocery Coupons

Global

• AKQA, Nike PHOTOiD

Innovation for Creativity in Media - Global

• Mobile Dreams Factory, INFORMATION IN YOUR PHONE

Innovation for Creativity in Technology
EMEA

• Mobile Dreams Factory, IDRINKS

NA

• R/GA, Nike Basketball Ballers Network

Global

• Mobile Dreams Factory, IDRINKS

The MMA also announced the winners of the Overall Excellence Awards. Those winners are:

• Mobile Marketing Academic of the Year – Dr. Shintaro Okazaki, Associate Professor, Autonomous University of Madrid
• Outstanding Individual Achievement in Mobile Marketing – Laura Marriott, President, Mobile Marketing Association
• Mobile Marketing Association Award for Overall Excellence - adidas

The MMA has also published the Mobile Marketing Guide, highlighting the winners and finalists, which can be downloaded at www.mmaglobal.com/annualguide.pdf

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.