Wunderman hires BMOB chief Meyer

Meyer believes his appointment reflects the growing importance of mobile marketing to both interactive and through-the-line strategies in the region. "Wunderman was up for taking mobile marketing very seriously across various markets," he said. "When Mike Langton (Wunderman's regional president) approached me, he basically said that interest from Asian markets and clients was high. There has been a big drive to go towards mobile marketing as part of digital marketing." Meyer will work on clients such as Motorola and Citibank. "Expect to see the whole spectrum (of mobile marketing) from SMS to more advanced mobile media such as MMS and Java games." Prior to joining Wunderman, Meyer's work at BMOB Mobile Solutions saw him handle briefs for Universal Music and Tiger Beer, along with agencies such as Ogilvy & Mather, Saatchi & Saatchi and Wunderman. He pointed out that the ability to effectively integrate the mobile marketing component in an offline environment was another key attraction in joining Wunderman. "One of the reasons was definitely the level of integration between DY&R and Wunderman," he said."From the client side, mobile marketing is growing in popularity because the usage of mobile as a communications medium has exploded across the region." Meyer, who also heads the Mobile Marketing Council of Singapore's Direct Marketing Association, is expected to focus on developing solutions based on insights into handphone user behaviour.