DAY 1 : Sunday, February 21


VIP Viva España Tour

Get an inside look into the architecture and cultural heritage of Barcelona followed by tapas and wine at Zihab Fusion. Limited spots available.

DAY 2 : Monday, February 22

9:00 - 10:30am

Networking Breakfast

Grab your coffee and a pastry and get ready for inspiring talk during mobile’s biggest event of the year. Ahead is an exciting day of learning, networking and sharing!

Paran Johar - CEO, MMS


Keynote: Prepare for the Next Era of Mobile Connectivity

The mobile industry is not easy for marketers to work with - multiple standards, competing interfaces, and differing regulatory regimes across markets. Find out how Telefonica UK CEO Ronan Dunne, is enabling global digital growth within his company and the changes necessary for the industry to maintain the increasing growth rate expected.

Ronan Shields (Moderator) - Digital Editor, The Drum

Ronan Dunne - CEO, Telefónica UK


Mobitypes: You Are What You Download

On mobile, each user is a curator of their own experience. Mobile home screens offer true representations of our interests, passions and intentions. We will look at the role mobile plays in people’s lives, and the moments that matter along the customer journey, through the apps they use the most. We will continue to explore new ways to get to know people, so we can continue to exceed their expectations.

Ariana Stolarz - Global Director of Strategy, MRM // McCann

Michael McLaren - CEO, MRM // McCann


Panning for Gold: Effective Data ‘Mining’

Digital marketing's strength is data but separating the gold from the silt can be tricky. This is becoming an increasing challenge as the sheer volume of mobile data expands daily. Without the right tools and support, preventing marketers from making good analytical decisions. Top marketers will share with you best practices to make better decisions using the data and how to maximize the reach and influence of your campaign from relevant data sets.

Daniel Rosen (Moderator) - Global Director of Advertising, Telefónica

Alex Newman - MD OMD Mobile EMEA, OMD

Fabio Esposti - Global Display Programmatic Marketing Lead, eBay

Francesco Federico - Global Digital Marketing Director, Acer

Jon Carney - Chief Digital Officer, EMEA, McCann Worldgroup


The Next $50B: How Mobile Conquers Video

News headlines constantly scream of the explosion of mobile video growth. Some predictions say that 80% of all internet traffic will be streaming video content by 2019. Video inventory is low and the demand is still high – especially for quality video inventory. Find out what is happening in “viewability,” programmatic, paths to ROI and the prospects for new measurement formats to ensure your ad is seen.

Jason Shulman (Moderator) - SVP, Sales, Chocolate

Dan Bruinsma - SVP, Director, Starcom MediaVest

Emily Palmer - Head of Programmatic, EMEA, Thomson Reuters

Ilicco Elia - Head of Mobile, DigitasLBi

Jide Sobo - Head of Mobile, MEC Interaction

12:15 - 1:00pm

Networking Lunch



A View from the Top – Embracing Change in the New Digital Reality

DIgital ain't easy, so we go beyond the hype and hear from the C-Suite the biggest challenges keeping them up at night in the advertising and marketing game, the solutions they need to execute complex campaigns and how to keep up with the constant change from consumers and clients.

Paran Johar (Moderator) - CEO, MMS

Iain Jacob - CEO, EMEA, Starcom MediaVest Group

Jonathan Wall - Group eCommerce Director, Shop Direct

Marcy Quinn Samet - Global Chief Marketing Officer, MRM // McCann


Building Unconventional Partnerships to Delight Your Customer

Consumers are more interested in experiences above products, but too often large companies don’t have the flexibility to act on partnerships to build exciting consumer activations. Using the data, knowledge, and connections to consumers that exist in every organization, how do you build partnerships that leverage strengths and capabilities beyond narrow product silos? In this session we explore an exceptional partnership between Procter & Gamble and leading European insurance company ERGO Direkt leading to a great experience.

Thomas Fellger (Moderator) - CEO, Iconmobile

Markus Kiessling - Head of Mobile Lab, ERGO Direkt

Stephen Squire - Global Marketing Director, Procter & Gamble


Tales From the Programmatic Revolution: What's Real and What's Hype?

The programmatic revolution has altered both the buy and sell sides of media, but to what effect? What has truly changed, and what is hype ? Has programmatic become as important in mobile media?

Bill Fisher (Moderator) - Analyst, eMarketer

Jonathan Nelson - CEO, Omnicom Digital


Creativity + Action = Masterful Mobile Experiences

The mobile technology stack is finally robust enough for marketers to create amazing campaigns and experiences. Taking a platforms focus, our experts will demonstrate ways to infuse innovation and unleash the creative process to build mobile products and services to delight consumers at the same time driving brand interactions via utility and interface. Creating digital experiences requires both "say" and "do" with "do" offering perhaps the most critical and often overlooked impact on success.


Jay Field (Moderator) - Global Head of Content, Mobile Media Summit

Chris Colborn - EVP Global Chief Design and Innovation Officer, R/GA


David Berkowitz - Chief Marketing Officer, MRY


Keynote: Digital & Beauty: The Perfect Match

The Beauty Industry is no exception to digital transformation. Featured speaker Jaime del Valle of L'Oreal explains how they are committed to revisit their business model and accelerate the digitalization of the value chain globally. From product development to digital services and ecommerce, he will review some of the initiatives L'Oreal is rolling out at a global scale to remain at the forefront of the Beauty industry.

Jaime Del Valle Sansierra - CMO, L'Oreal Spain


Networking Break



McWhopper: How a Burger Mash-Up Had the World Talking about Peace

On August 26, 2015, Burger King did the unthinkable — they published an open letter in press, social, and outdoor, calling for a "burger wars ceasefire” with longstanding corporate rival McDonald’s. Burger King proposed that the two restaurants join forces to cook and serve a symbolic hybrid burger — the McWhopper — to raise awareness of Peace Day, September 21st. Y&R Global CEO David Sable and Fernando Machado, SVP for Global Brand Management at Burger King, share how this story unfolded turning the McWhopper into a global topic of conversation. Through Burger King’s spirited lightheartedness, creativity and nimble approach, a simple open letter generated not only brand love but also awareness of Peace Day, the ultimate objective of the campaign.

David Sable - Global CEO, Y&R

Fernando Machado - SVP Global Brand Management, Burger King


Telling a Brand Story in the Age of Digital

Mobile has augmented the digital marketer's segmentation toolkit, helping brands and agencies better understand consumer data. However, brands still have a story to tell. After consumers are segmented on demographics, behavior, social graphs, location, and context, what's left of that story? Discover ways to create and protect an emotional connection between consumers and brands without getting lost at sea.

Roger Cheng (Moderator) - Executive Editor, CNET

Alexander Schlaubitz - Vice President, Marketing, Lufthansa

James Connelly - CEO, Fetch

Jene Elzie - Vice President, International Marketing, NBA

Lisa Donohue - CEO, Starcom USA


Mobile Minds Dinner

After an incredible day, join summit speakers, brands, agencies and tech giants for an authentic Spanish meal at one of the most exclusive clubs in Barcelona. Dinner will feature gourmet tapas, fine wines, a live band and magic show. 

Mobile Minds Dinner

After an incredible day, join summit speakers, brands, agencies and tech giants for an authentic Spanish meal at one of the most exclusive clubs in Barcelona. Dinner will feature gourmet tapas, fine wines, a live band and magic show. 

Note: Mobile Media Summit is not included with any Mobile World Congress (MWC) pass. To attend MMS or any MMS activities, you must purchase one of our tickets. However, all MMS tickets include an Exhibition Visitor Pass to MWC, a great option to gain access to MMS and the MWC exhibition hall! If you already have a pass for MWC, you can purchase the MMS Add-on Pass.