Convincing 25 top marketing officials of big companies like Ikea and Campbell Soup to start talking regularly about a key industry subject seems daunting. But when the NY-based Mobile Marketing Association put together a group, many jumped at the chance. Mobile tech is taking over the world and big brands are trying to figure out the best ways to connect with consumers, says MMA chief strategy officer Sheryl Daija. The new working group is called MM25 and will share ideas on how they’ve successfully (or not) used mobile. The key to setting up a big group like this? Having an agenda and solving a problem, Sheryl says.

One of the MM25 participants is Campbell Soup VP Yin Rani. MMA, a 10-year-old organization with over 800 corporate members, has gone through a three-year transformation from focusing on mobile messaging to more on marketers and how they can better use mobile. Sheryl, who was hired to help boost what was a floundering organization, says it’ll be the first time a large group of high-level marketers has been brought together to figure out mobile. They’ll meet in person every quarter and discuss ideas every few weeks over the phone. (Presumably mobile phones.)