Mi9's Emma-Jayne Owens resurfaces at Big Mobile

Sarah Homewood
By Sarah Homewood | 24 May 2016
Emma-Jayne Owens

Former national sales director at Mi9, Emma-Jayne Owens has resurfaced at Big Mobile as its group sales director.

Owens started at Mi9 in 2010 and was promoted to national sales director in 2013. She departed the business after a restructure last year and has now been tasked with leading revenues across Big Mobile's growing APAC footprint.

Graham Christie, group CEO of Big Mobile says: “There are few individuals in the industry as experienced, accomplished and respected as Emma-Jayne.

“She will play a crucial role in the evolution of our market engagement, and generating growth through the development of highly talented teams,” he added.

The appointment comes as Big Mobile has set its sights firmly on creative on mobile. The agency recently launched Creative Impact, with the aim of putting mobile advertising much further up the planning stream, rather than being seen as an add-on.

“We've noticed in the industry there is a lot of negativity around the lack of creativity within mobile, adblocking and viewability. We've invested in and refreshed our studio so they are really focused on user-led creativity with how they respond to briefs,” Big Mobile's marketing manager Melissa Thompson-Pettitt previously told AdNews.

With the agency hoping that this creative focus will encourage advertisers to view mobile as a key channel.

It seems the right time for this push with last year it being tipped that mobile is set to take newspapers when it comes to global ad spend this year.

ZenithOptimedia’s Advertising Expenditure Forecasts late last year highlighted that according to the forecasts mobile will account for 12.4% of global ad spend in 2016, while newspapers account for 11.9%, with the report adding that mobile advertising remains the driving force behind the growth of the entire advertising market, contributing 83% of all new ad dollars between 2014 and 2017.

Owens starts the role in June and she will be based in the group’s headquarters in Sydney.

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