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.”

Click here to sign up to our free daily e-newsletter.

Read more: Digital advertising is a clear and present monetisation opportunity for telcos

More News

Telenor names new HR head as Haug departs Telenor names new HR head as Haug departs Telenor’s Chief People Officer is leaving the company after five years in the role. More detail
EE TV adds voice commands through Amazon Alexa EE TV adds voice commands through Amazon Alexa EE TV customers will be able to control their set-top boxes through voice commands after the UK operator added support for the Amazon Alexa virtual assistant. More detail
Swisscom toasts profitable second quarter Swisscom toasts profitable second quarter Swisscom reported a 10 percent rise in net profits in the second quarter and upped its EBITDA guidance for the year. More detail
KPN buys IT firm in healthcare push KPN buys IT firm in healthcare push KPN has acquired an IT services provider as it looks to strengthen its offering to the healthcare and public sector markets in the Netherlands. More detail
“Considerable anger” at Telit as CEO resigns over fraud charges “Considerable anger” at Telit as CEO resigns over fraud charges Telit CEO Oozi Cats has formally departed the company after it emerged that he concealed historical criminal charges. More detail
    

@eurocomms