Major advertising and media group to help unblock barriers to online advertising
Morristown, NJ – The TM Forum announced today that one of the world’s premier advertising companies, Ogilvy has joined the TM Forum as a member. Rory Sutherland, Vice-Chair of Ogilvy Group UK will also join the Forum’s Advisory Board to advise on emerging TM Forum programs to enable online and mobile advertising.
With 3.5 billion people now owning mobile handsets, online and mobile routes to market offer a huge opportunity for both the advertising and communications industries. Yet many barriers exist that can only be removed by collaborative action between communications, cable media and advertising companies. Ogilvy will help kick-start the Forum’s role in developing collaborative programs agreeing industry-wide standards and approaches to overcome those barriers.
Rory Sunderland puts this succinctly, “This is a fabulous opportunity to shape the way the communications industry talks to the advertising industry and it would be insane not to be involved.”
Greater personalisation of adverts and content coupled with a two-way relationship with consumers is driving new possibilities for advertising. The TM Forum, with almost 700 member companies in more than 70 countries, provides an excellent arena to consolidate requirements and to shape thinking. “The communications, cable and advertising worlds’ futures are becoming intertwined” said TM Forum CEO, Keith Willetts. “Rory Sutherland and Ogilvy represent one of the world’s thought leaders in the advertising industry. I am delighted that we have this tremendous asset for helping us break down the current barriers to making real progress in online and mobile advertising” he concludes.
