In this session...
The ONLY way to be creative is to be mobile
The creative opportunities in mobile advertising turn the advertising world on its head.
With the latest iPhone browser offering better HTML5 compatibility than Internet Explorer 9 it’s clear that more creative features can be exploited on a mobile phone than on the 52% of PCs currently using Microsoft’s most recent browser.
What does it really mean to be ‘mobile first’? To be truly creative, in a mobile-first world, we should start by building creative concepts for mobile and only then cascade them into other media.
The mobile has become the central controller of consumer life, and so we should use this behavioural change to drive our creativity.