Curiously, it does this without the oversight of a global CEO. Federico Pisani Massamormile, the MMA’s global board chairman, is serving as the interim CEO after Mike Wehrs resigned Dec. 31.

SEE ALSO: MMA CEO And President Mike Wehrs Resigns

In a release, the chairman and acting CEO explains how things have changed over the past couple of years: “In its formative years, the MMA placed great emphasis on helping build a global industry, creating standards and guidelines to support the growth of a new industry….In many ways, the need to act as evangelists for the mobile channel has evolved into to a need to get brands and agencies to increase spend on a channel they’re now aware of.”

Here is an abbreviated look at the association’s five so-called “building blocks”:

—Promote the channel, the industry and members.
—Educate brands, agencies and consumers about mobile.
—Create measurement practices to report the size, growth, trends and effectiveness of mobile marketing.
—Establish guidelines for best practices and standards.
—Represent the industry before regulators and legislators.