Shaun Gregory is Managing Director of Media for Telefonica O2 UK. He is responsible for building and developing the advertising business in the UK. Prior to joining O2 in March 2009 he was UK chief executive of Blyk. Gregory worked alongside Pekka Ala-Pietilä, the former president of Nokia, and Antti Öhrling, the co-founder and Chairman of Contra Advertising. Before moving into mobile, he was Director of New Media at The Daily Telegraph, having been managing director of national brands at Emap. Gregory has been referred to as one of the UK's most respected online experts, being widely credited as leading the online expansion of the Telegraph Media Group. At Emap he helped make Magic 105.4 FM London's number one commercial radio station. Gregory also masterminded the digital strategy behind Emap's national brands, spanning radio, TV, magazines, online and mobile. His previous positions include senior executive roles at both United Provincial Newspapers and Metro Group. At O2 Gregory is responsible for building and developing the advertising business in the UK, fundamentally changing the way advertisers target and reach consumers. He describes mobile advertising as the biggest opportunity for the future of personalisation, and of the media in general.