The Mobile Marketing Association (MMA) has acquired the Brazilian association for mobile marketing – the AMMB (Associação de Mobile Marketing do Brasil).

The partnership doubles the number of MMA members in Brazil and brings membership globally to more than 750; representing significant incremental growth and strengthening the MMA position in Latin America and around the world.

MMA global chairman, Federico Pisani Massamormile, said: “Brazil is a leading South American light when it comes to mobile marketing and advertising. This union of the AMMB and MMA is an important step towards region-wide industry collaboration to create a healthy and sustainable ecosystem for all, under the auspices of the MMA.

“Bearing in mind the progress that the MMA has already made in Brazil and Latin America over the past year – rapidly increasing membership and launching region-specific guidelines for example – the additional strength that this union brings can only spell greater success for the industry.”

The agreement with the AMMB follows a range of MMA activity in Brazil and Latin America over the past year, including the launch of operator-backed consumer best practices for the Brazilian market, a partnership with the IAB (Interactive Advertising Bureau) in relation to its global mobile advertising guidelines and several successful local mobile marketing forum events.

The current chairman of the AMMB, Luiz Santucci, will remain as the LATAM regional chairman for the MMA. He said the two organisations’ goals of creating a thriving and sustainable mobile marketing industry “are so closely aligned that it makes perfect sense for the two to work together, creating one united and stronger organisation”.