TMW Commits to Mobile with McDonald Hire

Digital and DM agency Tullo Marshall Warren (TMW) is boosting its mobile marketing offering with the appointment of Douglas McDonald as Head of Mobile. With McDonalds appointment, TMW says it can now offer a full mobile marketing service, which includes strategy, creative, project management and delivery.
Too often, mobile has been thought of as the add-on channel, but it is now too important to be treated as an afterthought, says TMW Chief Digital Officer, Ross Taylor. Right from the start we must consider how it can be integrated into our overall communications planning for the brands we support. We can deliver far better experiences for consumers by using the additional opportunities offered by mobile to engage at different stages of the purchase process. 
Taylor adds that TMW thinks of mobile channels in three main categories: Push, which includes SMS, MMS and Bluetooth; Pull, which incorporates mobile websites, advertising and search, and On Device, which encompasses the opportunity for application development on a range of mobile platforms. 
McDonald will report into Taylor and spearhead TMWs mobile capabilities, bringing together the appropriate mobile marketing knowledge and expertise for each project. He will also be the agencys key educator on mobile marketing, providing clients with practical advice on techniques, innovations and legal requirements. Furthermore, he will head up mobile marketing across all companies in the Creston group, TMWs parent company.
McDonald has 10 years experience in mobile and web, both in the UK and internationally, having been Managing Director for two online marketing solution providers owned by Cube8, an AIM-listed internet incubator. He joins TMW from Upstream Mobile Marketing, where he was European Business Director. Prior to that, he was Client Services Director at Sponge.
He says:
With better handsets and faster connectivity, mobile is increasingly becoming a significant channel of choice for many consumers to interact with brands. For marketers, it is providing fantastic opportunities to amplify, enhance and activate other media, which have traditionally been non interactive, such as posters. 
 Our aim is to provide clients with a clear understanding of how mobile can work for their brand and their customers and how to avoid common pitfalls; and as we work from a media-neutral perspective, we can ensure that they use it appropriately and maximise its effectiveness.