LONDON—A new association has been launched to accompany the increasing convergence of marketing and technology in the UK.

The Marketing Technology Association (MTA) aims to bring clarity to the convergence of marketing and technology, and features numerous industry leaders from relevant fields.

MTA founders include:

  • Genevieve Ampaduh – Social and digital marketing specialist at Rye Social

  • David Bailey – Creative director, user experience & design, BBC

  • Lucy Banks – Executive creative director, Bauer Media

  • Lawrence Collis – MD, Shine Communications

  • Phil Dearson – Founder, Subsector

  • Dan Gregson – MD, FP Creative

  • Ian Hambleton – MD, Studio Output

  • Mark Hardy – CMO, Viber

  • Dan Kirby – CEO, Techdept

  • Murray Lambell – Director, eBay Europe

  • Ewa Lascelles – Head of digital, British Gas

  • Scott Morrison – Business accelerator, ex marketing & commercial director, Diesel

  • Maria Murphy, Head of digital marketing, Hotpoint

  • Ben Richards – Chief digital officer, Blue Hive

  • Jess Rowley – MD, Techdept

  • Ben Salmon – Founder, attributely

  • Martyn Ware – Founder of The Human League and Heaven 17, 3D sound artist

  • David Wiles – Director, Shine Communications

The MTA has been formed to "invite brands, agencies and individuals working in the fields of marketing and technology to debate and collaborate to solve the key challenges of a digital world where technology and marketing collide."

In particular, according to its launch statement, the MTA notes that, while marketing and technology have become mutually dependent, organisational structures are yet to catch up. "The MTA’s purpose is to help bridge the gap between the two and provide greater understanding of the unique set of skills required to innovate and have a competitive advantage."

The MTA also quotes research from Gartner —  that customer experience is 'the new battlefield' – predicting that "by 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago”.

"What supports this experience will be technology, and if its no good – then the brand promise fails."