Abstract: A method of and system for distributing information forming part of an information campaign to a user's mobile device in a mobile communication network are provided. The method comprises receiving campaign message information defining campaign messages to be distributed on behalf of an information provider to a mobile device. A campaign message request associated with a mobile device is received by the system, with the campaign message being generated by embedded architecture content forming part of an application program of a mobile device service provider. The system associates the campaign request with target profile information defined by the information provider in order to select a suitable campaign message for distribution and distributes the selected campaign message to the service provider or mobile device, in response to the received campaign request.