Mobile Is Not A Channel: Publicis’ Shlachter On Ads

BARCELONA — That phone in your pocket? It doesn’t exist. Not literally, of course. But the last year has seen a big shift in the outlook for mobile, according to one ad agency exec who recently took charge of global innovation. Speaking with Beet.TV in this video interview at Mobile World Congress, Adam Shlachter, president at […]

 

Video’s Three Mobile Moments, According To Facebook’s Newlan

BARCELONA — Facebook doesn’t just sit back and let brands struggle with the tools it gives them for communication. It employs teams of creative heads to engage with agencies and brands, helping them produce optimum content to deploy through the network. The leader of one such team is Rob Newlan, Facebook creative shop EMEA director. Newlan has […]

 

One-To-One Mobile Engagement Challenges Traditional Ad Models: IAB’s Rothenberg

BARCELONA – Forget mobile first. It’s a mobile-only world providing challenges and opportunities for marketers and publishers as they embrace one-to-one consumer engagement, according to the President & CEO of the Internet Advertising Bureau. “It’s a completely different way of thinking about marketing,” Randall Rothenberg says in this interview with Beet.TV at the Mobile World […]

 

Brands And Tech Join Forces On Creative Canvas: P&G VP Blum

BARCELONA — Mobile phones have rebooted the marketing landscape – but brands can now exploit the new possibilities they offer. That is according to a marketing chief from one of the biggest brand groups in the world. “Mobile is not a device anymore – it’s a lifestyle shift,” says P&G EMEA marketing VP Sophie Blum, […]

 

Turner’s Speciale On App Partnerships, Honing In On Network Fans

BARCELONA – You never know where a client-specific initiative will lead in the mobile space. For Turner, a good example is its 2016 partnership with CA Technologies on the CNN Politics app. “That was the first thing we have ever done where we started with the mobile concept and then a lot of the ideas […]

 

Choice And Control Key To Reaching ‘Plurals’ Generation: CN’s Miller

BARCELONA – Being “multiplatform by design” affords Christina Miller a crystal ball view into the wants and desires of Generation Z, also known as the Plurals generation. “We were serving millennials 25 years ago,” recalls the President of Cartoon Network. So what’s the difference? While millennials were digital natives, Plurals are mobile natives with an […]

 

Red Bull’s Gall On The Perfect Formula For Branded Content

BARCELONA — Most people in the media and marketing industries know that Red Bull is amongst the most celebrated of pioneer companies when it comes to branded content. The soft drink brand creates and publishes about extreme sports activities around the world to amplify its tagline, “Red Bull gives you wings”, the most notorious of which was a skydive from […]

 

App Audience Is Smaller But Better: CNN’s Wellen

BARCELONA — CNN relaunched its suite of mobile apps last week to cater to an audience that is smaller than the web but significantly more engaged, the man responsible explains. The organisation has rebooted its app line-up across phones, tablets and smartwatches, now including live and CNN Go on-demand video plus HLN streams for US users, as […]

 

‘Mobile Throughout’ Is New Planning, Activation Mantra: Starcom’s Donohue

BARCELONA – When it comes to overall advertising campaign planning and execution, “mobile first” should morph into “mobile throughout.” It’s the most effective way to engage with mobile device users along their entire consumer journey, says the Global Brand President of Starcom Worldwide. Lisa Donohue offers this observation as she attends the Mobile World Congress […]