MMA Launches SAVE, a Marketer Led Brand Safety Council to Ensure Safeguards for Brands in all Marketing Environments
May 3, 2018
Bank of America Marketing Executive to Chair Industry Council which currently includes over 20 Major Global Advertisers – Beam Suntory, General Motors, Marriott International, Samsung, Unilever and more
New York – May 3, 2018 — With the increased complexity of protecting a brand’s image and reputation from the rise in threats from fake news, inappropriate content, marketing tech, the digital supply chain, ad fraud and more, the Mobile Marketing Association (MMA), the leading global trade group for the mobile marketing industry, today launched SAVE, a marketer led Brand Safety Council. Terri Schriver, SVP, consumer engagement and investment executive, Bank of America, will serve as Chair, leading SAVE to support brands in developing processes, programs, benchmarks and safeguards to properly oversee and protect their marketing investments. Andrew Stephen, Associate Dean of Research & L’Oréal Professor of Marketing from Oxford University, will act as an Academic Advisor to SAVE.
The MMA SAVE Brand Safety Agenda will initially focus on the following four guiding principles:
- Creation of a Marketer Brand Safety Strategy Guide
- Assessment and Benchmarking of Brand Safety issues by marketers
- Validation of Brand Safety Partner Selection and Evaluation
- Brand Safety Education
“It’s critical for the industry to come together and address the ever-escalating brand safety issues marketers face as they traverse today’s digital marketplace.,” said Schriver. “Through the organizing efforts of the MMA with leading brand marketers, SAVE is uniquely positioned to develop a clear roadmap for being a Brand Safe Marketer. I am thrilled to be leading this important initiative with them.”
The creation of SAVE aligns squarely with the MMA’s marketer-first mission with a focus on solving the biggest marketing problems brands face in this new mobile-driven era of dramatic changes in consumer behavior, technology innovations and marketplace disruptions.
“With the inevitable move to digital advertising and mobile marketing, Brand Safety has become far more critical for brands to minimize their exposure and implement safeguards,” said Greg Stuart, CEO of the MMA. “However, Brand Safety is far more complex than just content issues. As an industry body, committed to truth and transparency with no ulterior agenda, it is our obligation to lead the development of the best practices, best processes and best monitoring that major marketers need to combat this infestation.”
“Unilever is committed to leading the development and implementation of a trusted and ethical digital marketing industry and Brand Safety is one key part of these efforts,” said Luis Di Como, EVP, Global Media Unilever and Global Chair of the MMA. “I applaud the MMA’s commitment together with the member company CMOs and marketing executives in establishing the SAVE industry council and driving against its critical agenda. As the non-profit trade group with a clear marketer mission, the MMA is committed to creating positive change for the marketing industry.”
SAVE currently includes CMO’s and marketer executives from the following MMA Global and North America Board Members: 1-800-Flowers, American Eagle, American Express, AT&T, Bank of America, Beam Suntory, Chobani, The Coca-Cola Co., CVS, eBay, Ford Motor Company, General Motors, JPMorgan Chase, LATAM Airlines, Mastercard, Match Group, Marriott International, MillerCoors, P&G, RetailMeNot, Target, Samsung, Unilever, Walmart.
The MMA is inviting marketers interested in learning more about the SAVE agenda or to participate on the Council to contact them at [email protected]. The first meeting will be held on June 5, 2018.
About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800-member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem, including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and to advocate for mobile marketers. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.
Members include: 1-800-Flowers.com, AdColony, Allstate, Ally Financial, American Express, AT&T, Bank Of America, Campbell’s, JPMorgan Chase, Chobani, Citi, Clear Channel Outdoor, Colgate-Palmolive, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, ESPN, Facebook, Ford, Foursquare, Google, GroundTruth, Heineken, Hershey’s, Hilton Worldwide, Hulu, IBM Watson, Johnson & Johnson, LinkedIn, Marriott International, Match Group, Mastercard, McDonald’s, Microsoft, MillerCoors, OpenMarket, Pandora, PepsiCo, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, R/GA, RetailMeNot, Salesforce, Samsung, Snap Inc., Spotify, SUBWAY, Tapjoy, Target Inc., The Coca-Cola Company, Time-Inc, T-Mobile, TUNE, Turner Broadcasting, Twitter, Uber, Ubimo, Unilever, Vibes, Walmart, Wendy’s, Zurich and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information about the MMA please visit www.mmaglobal.com.
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