Los Angeles – Mobile Marketing Forum - Nov. 15, 2007 — Recognizing the continued strong growth and outstanding innovation in the mobile marketing and media industries, the Mobile Marketing Association )MMA) )www.mmaglobal.com), which represents more than 500 member companies worldwide, today announced the winners of the MMA Third Annual Mobile Marketing Awards. The awards were presented at the MMA Annual Awards dinner and ceremony on November 14 in Los Angeles, following the MMA’s Mobile Marketing Forum.

“Energy and interest in mobile marketing is growing, based on the strength of the over 260 global submissions to this year’s MMA Awards program,” said Laura Marriott, president of the MMA. “These finalists and winners all demonstrate success in their initiatives and will become good resources for others when they choose to enter the mobile marketing industry.”

“The quality of submissions always makes judging the MMA Awards a challenging but rewarding experience,” said Cyriac Roeding, executive vice president at CBS Corp. and Global Chairman of the MMA. “This year’s submissions were no exception, and they highlight why brands and marketers continue to view the mobile channel as a highly effective way to reach consumers anytime, anywhere.”

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

The 2007 MMA awards winners, finalists and honorable mentions are:

Best Use of Mobile Marketing, Branding
•    Winner: The Hyperfactory and Saatchi & Saatchi LA, for the Toyota FJ vs. Baja 1000 campaign
•    Finalists: AKQA Mobile, Quattro Wireless
•    Honorable Mention EMEA: Universal McCann
•    Honorable Mention North America: Motricity

Best Use of Mobile Marketing, Cross-Media Integration
•    Winners: adidas, Isobar and Neighborhood America, for the NBA All-Star Week 2007 campaign
•    Finalists: Bravo To Go and The Hyperfactory and Saatchi & Saatchi New Zealand
•    Honorable Mention EMEA: Aerodeon Turkey

Best Use of Mobile Marketing, Direct Response
•    Winner: Reliance Communications Ltd., for the Fair & Lovely Scholarships 2007 campaign
•    Finalists: Mobile Dreams Factory, MindShare Interaction India and ICICI Prudential Life Insurance and Vibes Media
•    Honorable Mention APAC: Affle & Aviva
•    Honorable Mention North America: Discovery Channel, Fathom Online, MobiTV and SoLow, a division of SendMe Mobile, Inc.

Best Use of Mobile Marketing, Product/Services Launch
•    Winner: The Hyperfactory and Saatchi & Saatchi LA, for the Toyota FJ vs. Baja 1000 campaign
•    Finalists: Microsoft and MindMatics AG
•    Honorable Mention EMEA: Mobile Dreams Factory and RATP - The Parisian Tube, Aerodeon

Best Use of Mobile Marketing, Promotion
•    Winner: Mobiento Médecins Sans Frontières Sweden, Telenor Sverige AB, for the Working week with Doctors Without Borders campaign
•    Finalists: Limbo & Verizon Wireless and The Hyperfactory
•    Honorable Mention North America: Discovery Channel, Fathom Online, MobiTV and SoLow, a division of SendMe Mobile, Inc.

Best Use of Mobile Marketing, Relationship-Building
•    Winner: R/GA, for the Nike Zoom Mobile campaign
•    Finalists: GOSUB 60, Inc. and The Hyperfactory

Innovation
•    Winner: iLoop Mobile, Inc., for the iLoop Mobile mFinity™ Platform
•    Finalists: Gotuit and Hill Holliday & VeriSign
•    Honorable Mention APAC: Affle

Innovation for Creativity in Media
•    Winner: AirPlay, for the NBA AirPlay Live campaign
•    Finalists: Hearst Digital Media and The Hyperfactory and Ogilvy Hong Kong
•    Honorable Mention APAC: The Hyperfactory and Saatchi & Saatchi New Zealand
•    Honorable Mention EMEA: Mobile Dreams Factory

Innovation for Creativity in Technology
•    Winner: RATP, the Parisian Tube, Aerodeon France )an Isobar company), for best use of mobile video My RATP in my pocket
•    Finalists: Celltick Technologies, Scottish Power and Incentivated,and Velti

Academic of the Year
•    Winners: Heikki Karjaluoto, University of Jyväskylä, and Matti Leppäniemi, University of Oulu

Overall Excellence )Company or Committee)
•    Winner: MMA Academic Outreach Committee

Outstanding Individual Achievement in Mobile Marketing
•    Winner: Michael Becker, EVP Business Development, iLoop Mobile, Inc.

“I am honored and humbled for having been bestowed such a prestigious award,” said Michael Becker, EVP Business Development for iLoop Mobile. “This award is an acknowledgment of the positive impact my work has had on our young and burgeoning industry, and I’m thankful for the recognition.  I am also thankful to all those that have supported me over the years, including the MMA staff, industry and academic colleagues, iLoop Mobile associates and my family, this award is a testament to the tremendous assistance, contributions and encouragements they’ve afforded me.”

The next MMA Mobile Marketing Forum will be held Dec. 6 in Hong Kong. For the agenda and other information, visit www.mobilemarketingforum.com.

About the Mobile Marketing Association )MMA)
The Mobile Marketing Association )MMA) is the premier global non-profit 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 mobile channel for use by brands and content providers. The 500+ global member companies include agencies, advertisers, hand held device manufacturers, wireless operators, aggregators, technology enablers, market research firms and all companies focused on marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States and has representatives in over forty countries across the globe. It recently formed the Europe Middle East & Africa )EMEA) and Asia Pacific )APAC) divisions. The Latin American )LATAM) division will be launched Q4 2007. For more information, please visit www.mmaglobal.com

FOR MORE INFORMATION:
Valerie Christopherson or
Kirsten Woodard
Global Results Comm. )GRC)
+1 949 608 0276
[email protected]
[email protected]