GSMA Partners With memBrain To Bring Entertainment Companies To Mobile World Congress Shanghai

LOS ANGELES, Jan. 30, 2015 /PRNewswire/ -- memBrain LLC, a global strategic marketing company headquartered in Los Angeles, California, has been appointed by the GSMA to launch "Pop Forum: Shanghai", an entertainment and pop culture showcase, at the GSMA Mobile World Congress Shanghai taking place July 15-17, 2015.

Launched in 2011, Mobile World Congress Shanghai (previously known as Mobile Asia Expo) is the largest mobile industry event in Asia. For 2015, Mobile World Congress Shanghai is poised to attract more than 30,000 attendees from around the world, including business leaders from the mobile ecosystem and adjacent industry sectors, government officials and tech-savvy consumers. Mobile World Congress Shanghai features an exhibition showcasing cutting-edge product and technologies, a thought leadership conference and other educational programs, training sessions, networking opportunities and more.

A new component of Mobile World Congress Shanghai, Pop Forum: Shanghai will provide a powerful platform for content creators, entertainment companies and marketers, enabling them to connect with leading technology companies and China's highly coveted consumer market in a high-impact environment. memBrain developed the Pop Forum program in partnership with entertainment industry veteran Teddy Zee.  As part of its engagement with the GSMA, memBrain and Teddy Zee will be responsible for programming the Pop Forum exhibitor area at Mobile World Congress Shanghai with a special focus on transmedia storytelling, gamification, big data and immersive/experiential content such as virtual and augmented reality, holograms and more.

"We are thrilled to work with memBrain and to leverage their expertise navigating the entertainment industry," stated Leland Lai, Managing Director, Asia, GSMA Ltd. "The inclusion of Pop Forum exhibitors is one more reason that the Mobile World Congress Shanghai is a world-class destination for consumers to interact with leaders in content and connectivity simultaneously."

Jennifer Sullivan, president of memBrain remarked, "As entertainment and technology continue to rapidly converge, new businesses are emerging and revolutionizing how content is created, shared and experienced.  We are excited to collaborate with Teddy Zee and the GSMA to launch Pop Forum in Shanghai this summer."

In addition to sharing the exhibit floor with some of the world's leading technology companies, Pop Forum exhibitors will have the opportunity to feature panels, preview content, lead workshops, unveil products and host conference events.  

For more information regarding available exhibition space at Pop Forum: Shanghai 2015, please contact    


memBrain is a strategic marketing agency that helps brands unleash their story and enhance their place in popular culture. Founded more than a decade ago by entertainment attorney Ken Hertz of Hertz, Lichtenstein and Young (whose clients include, Will Smith, Gwen Stefani, Britney Spears, Calvin Harris, Lionel Richie, David Blaine, Shaun White and many others), memBrain develops and executes entertainment, marketing and media programs on behalf of leading global brands including McDonald's, Hasbro, MillerCoors, Intel, Keds, Logitech and others. 

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