Sponge has appointed industry expert Bill Maclachlan as Business Development Director as it moves to further cement its position as the UK’s longest running and most successful mobile marketing agency.
Maclachlan worked at Yahoo! for seven years, in the roles of Head of Mobile Advertising at Yahoo! Mobile Search and Network Strategy Manager.
Most recently, during his time at advertising technology company Amobee where he held the position of Product Director for Media Services, Maclachlan managed global mobile advertising campaigns. These included campaigns for brands such as Nokia, Skype and eBay. He also sourced new services for clients like 3D and augmented reality to increase campaign impact and drive innovation for clients. Amobee was acquired by the mobile operator SingTel for £206m earlier this year.
At Sponge, Maclachlan will be responsible for helping the agency’s retail and brand clients to make the most of the mobile channel.
“Mobile is still a fragmented market, and a lot of people still see it as a subcategory of digital marketing,” said Bill Maclachlan, Business Development Director at Sponge. “My aim is to help marketers understand the true value of mobile as a way to increase user engagement and drive customers in-store and online. Mobile is a unique channel that has the ability to pull traditional marketing channels together.”
Sponge’s clients include AutoTrader, adidas, Barclays and Coca Cola. Sponge Co-founder and Chairman Alex Meisl is also Chairman of the UK Mobile Marketing Association.
“A lot of brand marketers are still learning about mobile, so Bill will help our clients see the potential it has in terms of reach and engagement,” said Alex Meisl, Chairman of Sponge.