• by Mark Walsh  @markfwal, May 6, 2014

The Mobile Marketing Association wants to put the emphasis back on the middle part of its name with the appointment of its new global chairman John Costello, president of global marketing and innovation at Dunkin’ Brands.

Dunkin', which Costello joined in 2009, has been among the most active brand advertisers in the mobile space in recent years, using the channel to extend promotions to devices, boost product awareness, and enable mobile payments and loyalty benefits. But his appointment may not come as a total surprise.

As one of the ad industry's prominent figures, he has also served as chairman of the Association of National Advertisers (ANA) and The Advertising Council. In that regard, he could lend the MMA a bit more establishment credibility.

The organization says Costello’s appointment also reflects its new mission statement: "To accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement." That doesn’t sound like a radical departure from the past, but the MMA decided it was time to install an actual brand marketer as chairman.

Costello succeeds Paul Palmieri, former CEO of mobile ad network Millennial Media, who stepped down as MMA chairman earlier this year. Before Palmieri, Cameron Clayton, president, digital group, at The Weather Company, held the post.

The MMA's board of directors -- including more than a dozen at large members -- still includes only a few pure brand marketers like Coca-Cola, Colgate-Palmolive Company and Unilever. Various mobile ad networks, agencies, mobile operators, technology firms and big mobile players like Google and Facebook.

In connection with its New York Education Forum kicking off in New York, the MMA also unveiled a rebranding in the form of an updated logo and revamped site. The organization has dropped the modern-looking orange logo it adopted only a few years ago in favor of a more conservative, grey monicker. Perhaps trying to send another signal mobile has matured into a mainstream ad medium?

To prove it's following its own mobile-first directives, the MMA noted the responsive design site is mobile-friendly, offering a consistent experience across screens. And no, it does not feature Dunkin' Donuts trademark pink-and-orange branding. At least not yet.