Telefónica has appointed insider José Luis Casas as Global Director of Advertising following the departure of Dan Rosen.

The Spain-based operator has offered no formal reason for Rosen’s departure after nearly three years in the position.

A former WPP executive and Chairman of the Mobile Marketing Association, Rosen joined Telefónica in September 2014.

During his tenure, the Spain-based operator has evolved its offering to focus on three areas: sponsored data, programmatic advertising and A2P messaging.

In February, the operator signed a deal with Datami that will see sponsored data offered to its entire customer base.

The two companies have been working together since August 2016 and Datami’s platform, which combines mobile marketing techniques with customer data from Telefónica, is now active in nine countries.

Casas, a Telefónica employee since 2005, has been Global Head of Advertising Products since 2012.

The role has seen him working on mobile advertising solutions, including product design and strategy.

Speaking to European Communications in a Q&A that will be published on Monday, Casas says the company’s biggest challenge is that the advertising industry “moves faster than we would like being a telco company”.

He adds: “This is something we try to solve finding the right balance between internal Telefónica units, subsidiaries and key partnerships.”

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