Mobile Marketing Association Elects John Costello as Chair of Global Board

Posted: May 7, 2014

May 6, 2014 – Today the Mobile Marketing Association (MMA) announced the appointment of John Costello, President, Global Marketing and Innovation, Dunkin’ Brands, as the new Chairman of its Global Board of Directors at the opening of the association’s New York Education Forum in New York City.

The appointment of Costello, an international facing marketer and crusader of innovation, supports the MMA’s relaunch and evolution from its technology roots.

Costello and the association’s Senior Team will drive against a new mission: To accelerate the transformation and innovation of marketing mma logothrough mobile, driving business growth with closer and stronger consumer engagement. “As mobile becomes the primary screen for many consumers, I am very excited to work with the MMA team to further lead the growth of mobile marketing,” said John Costello, President of Global Marketing and Innovation at Dunkin’ Brands. “Dunkin’ Brands is committed to being a leader in innovation and using digital and mobile technology to further engage our guests and drive sales at our restaurants. I am delighted to join the MMA Board to remain at the forefront of how mobile is driving the innovation of marketing.”

“John’s vision as a marketer and his extensive expertise in leading marketing trade groups elevates the MMA to a new level as we collectively define the transformational power of mobile which is forever changing marketing,” said Greg Stuart, CEO of the MMA. “No question, mobile is the channel that brings brands closest to their consumers and helping marketers and their agencies capitalize on this to build their business and forge stronger more direct engagement with their customers is the role of the MMA. An internal barometer like John catapults these efforts to constructively disrupt marketing’s status quo. The global MMA team and I could not be more excited about the future of MMA.”

Mr. Costello joined Dunkin’ Brands in 2009 and serves as the President of Global Marketing and Innovation. He was named one of the 30 Most Influential People in Marketing by Advertising Age, one of the Top 50 Marketers by Adweek, one of the top CMO Officers by the CMO Club, and was elected to the Retail Advertising Hall of Fame. He also served as Chairman of the Association of National Advertisers (ANA) and The Advertising Council.

The MMA believes this new mission better reflects the changes in the industry and serves its wide range of members from media companies, technology enablers, agencies, operators and brand marketers around the globe. Anchoring the MMA’s redefined purpose are four core pillars: 1. Cultivating Inspiration: aimed at the Chief Marketer; guiding best practices and driving innovation 2. Building Capability for Success: fostering know-how and confidence within the Chief Marketer’s organization and 3. Demonstrating Measurement and Impact: proving mobile effectiveness and optimizing impact 4. Advocacy: working with partners and our members to protect the mobile marketing industry.

The MMA relaunch also includes a rebranding, unveiling a bold new and engaging logo as well as a newly designed mobile responsive website that neatly ties together the MMA’s new mission. The integration of the three-line menu navicon (that means ‘get more here’) into the MMA’s branding and logo is a symbolic invitation to the entire industry to join the MMA and collaborate in championing mobile marketing.

In tandem with this new direction, the MMA’s global and regional boards, over 15 active committees, more than a dozen must attend conferences & forums in 8 countries, the regional and global Smarties Mobile Awards programs, the MMA Cannes Lions program, the invitation-only Mobile CEO & CMO Summit, our flagship SM2 Innovation conference during Advertising Week, hundreds of curated case studies, white papers, 50+ webinars annually, education programs, and our soon to be released revolutionary mobile research are all being aligned against this ‘marketer first’ and innovation focused mission. For more information on how to join the MMA’s Mobile Transformation Movement, click here.

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 the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy.

Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development. Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets.

Members include, American Express, AdChina, Colgate-Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oreal, MasterCard, McDonalds, Microsoft, Mondelez International, Inc. Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For information about the MMA please visit