The IAB France and the Mobile Marketing Association (MMA) formalized their merger on June 29 and announced the formation of the Digital Alliance. Julie London, vice-president of this new entity and marketing director of Oscaro.com presents her objectives.
Why did you decide to combine the two professional associations?
The idea is to create an entity in charge of promoting their interests. It responds to a persistent demand from players in the sector to be represented by a single entity, with more resources and a stronger identity in the French interprofessional landscape. It also aims to ensure that everyone can benefit from the know-how and skills present within the two associations, but also from their international networks.
We observe a fragmentation of the interprofessional landscape in the digital marketing sector while our issues are quite structuring. We share the same concerns, in terms of data for example with the GDPR, or around digital sovereignty and the environment.
Among the 250 members of the new entity, the vast majority were already members of at least one of the two associations.
What is the ambition of the Digital Alliance?
The Digital Alliance aims to represent the entire value chain (brands, agencies, consulting companies, CRM solutions, mobile telephone operators, advertising agencies, media, etc.), to strengthen our visibility and to accentuate its promotion. , especially with public authorities.
It will continue to bring the IAB France and La Mobile Marketing Association brands to life within a common organization.
By pooling the means and resources of the two associations, Alliance Digitale also aims to ensure the development and growth of the industry as well as to contribute to the structuring and harmonization of the market.
It intends to become an essential stakeholder in the digital ecosystem and contribute to providing answers to the major challenges we face: innovation, environment, digital sovereignty, competition and data protection, employment and training or even inclusion and diversity.
What about the new governance and the office responsible for ensuring the transition?
The offices of the two associations, Nicolas Rieul (President of IAB France and the Mobile Marketing Association), Véronique Pican (Vice-President of IAB France), Benoit Oberlé (Treasurer of IAB France), Vadim Wichmann ( Treasurer and Vice-President of LMMA), and myself will manage Alliance Digitale until the organization of an election of a new Board of Directors by the end of 2022.
This office represents all the values and ambitions of the new entity.
We want to be flexible, flexible in order to support the sector in its development. Among the major projects, we will deal in particular with eRetail Media with the publication of a new guide on measurement at the start of the school year, Drive To Store with the updating of the barometer scheduled for October. Finally, we will obviously have our first forum under the aegis of Alliance Digitale on December 1st, which will be the place of reference for exchanging and debating the main issues of our industry.
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