Big guns from the agency world, such as WPP Group plc's media buying shop GroupM and direct marketing agency Wunderman, have joined the Mobile Marketing Association.

The list of new members also includes agencies such as Havas' Media Contacts and Quigley-Simpson.

"This is clearly related to the [mobile] channel and the anticipated growth that we can expect to see in the United States," said Mark Taylor, global chief marketing technology officer at Wunderman, New York. "We want to be in the first wave of growth with the relevant voice."

The news comes soon after the MMA appointed Paul Berney to head its European Middle East and Africa office in London and during the Mobile Marketing Forum in the British capital. It also follows on the heels of the MMA's Latin America chapter launch.

The fresh batch of MMA members includes database marketing giant Acxiom Corp., financial services behemoth Fidelity Investments, RH Donnelley, Movius Interactive Corp., Neolane, CPX Interactive, Adweek Media, Electric Agency, RH Brands and Smarter Agent.

In addition, Arvato Mobile GmbH, Binbit Mexico S.A. de C.V., DeNa Global, Editora Abril SA, Fulano.com.br SA, Future Mobile Interatividades Digitais LTDA, Futurlink, IntegraClick, Kahkaha Kom Internet Bilgi ve Reklam, MBmobile interactive, Momail, mVentix, Neotomat, Okto Tecnologia E Servicos De Informatica and Peermeta have enrolled.

The new-member ranks also include Studiocom, TakeNet (Curupira SA), The Phorsite Group, TMN -- Telecomunicacoes Moviles Nancionais, TNS, Waumovil SA, WIN plc and Wireless Media Consulting.

The entire list of MMA members is available at http://www.mmaglobal.com/memberdirectory.pdf.

While many of the new MMA members come from the technology ranks, Wunderman has direct and interactive marketing as its core expertise. Mobile has three elements that attract Mr. Taylor - context, experience and time.

"It's entirely a direct medium," Mr. Taylor said of mobile. "We really believe it's a direct channel. It's the best possible direct channel."