Changes at the top at Blyk, a mobile advertising business, for which India is a key market. Eric Kip, its Chief Commercial Officer has been made the Chief Executive Officer, replacing Pekka Ala-Pietila, who will continue as the Chairman of the company.

Kip spent around five years at media agencies – Initiative (part of IPG), whereh he was CEO, and MediaCom (part of WPP), where he was Planning Director for EMEA (Europe, Middle East and Africa).

Reuters reports that Blyk has over one million users each in Britain and India. It offers opt-in SMS based advertising to consumers, in partnership with telecom operators, and has a tie-up with Aircel in India.

Blyk specifically targets the youth with opt-in messaging services, targeted content and promotions. The company has been waiting – for almost a year – for India’s much touted Anti-Spam regulations to probably help shift advertiser focus to campaign based advertising on opt-in services, as opposed to spray-and-pray, which typifies much of the mobile advertising in the Indian market.

Photo source: Blyk