The Internet Advertising Bureau (IAB) UK has hired Jonathan Mew, a former Orange marketing head, as its first ever head of mobile, responsible for the bureau’s mobile steering group, which includes carrier representatives. Mew had been with broadcaster ITV (LSE: ITV), Freeserve and Wanadoo before joining Orange in 2007. Now he is charged with driving awareness of mobile advertising’s potential amongst brands, and developing the IAB’s mobile strategy through events, research and reports. IAB UK opted to get more involved in mobile advertising last month and it just published research showing advertisers will consider mobile a key part of their spend mix by 2010. Release.