A view from the top: does mobile have a seat at the boardroom table?

Written by Jon Hook, VP of Brand & Agency at AdColony

At the MMA London Forum we took a step into the boardroom with Dan Hagen Chief Strategy Officer at Carat UK and Keith Moor the CMO at Santander, to understand if and how mobile has impacted the way executives plan and execute marketing campaigns.

How has mobile changed the way that you plan your campaigns?

As with any other medium, the starting point is always with the consumer, not a device or screen. Mobile enables advertisers to derive a real time and data rich portrait of a consumer than previously possible, in large part down to location signals (giant caveat being GDPR!). Whilst this is deeply valuable, the real challenge is where mobile sits in the marketing mix.

4 Strategies for Capitalising on the Micro-Moment Economy

Digby Lewis, Head of Platforms & Distribution at iris Worldwide

This is a story about change. Humans have a very linear perception of how things evolve: we believe things will change at broadly the same rate. The truth is, things have never changed so fast before… and will never change so slowly again. Even the concept of Moore’s law, where processing power doubles every 18 months, has been declared redundant by MIT. The truth is, technological change is exponential. Which means that we have to adapt ever faster to make our marketing communications more in step with consumer behaviour.

Maximising Mobile Video Content – Without Cutting Your Hand Off

Peter Haslett, Head of Client Development at Realeyes Ltd.

As the sun sets on Cannes, I was personally very pleased to see a theme of quality vs quantity get the spotlight.

The urge to push creative boundaries is no doubt high but as we know, high quality production doesn’t save an idea that does not inherently make us (the audience) sit-up and pay attention.  So this is about inspiring creativity, breathing oxygen in to ideas and identifying where risk brings reward vs going too far in an attempt to disrupt and/or surprise.

The crux of this is that getting feedback through the creative development process at speed, dramatically reduces costly iterations and disruption to time-pressured workflows.

2015 MMA London Forum: Mobile Acceleration

Chris Babayode, Managing Director, MMA EMEA

This year’s MMA London Forum will focus on Mobile Acceleration and showcase brands and experts who will share first hand accounts on how mobile has played an innovative role in the brand or customer experience, in product development, and in advertising market effectiveness to transform and drive growth in their businesses.

Attendees to this year’s Forum will gain insights from marketers in retail, travel, finance, telecoms and learn how they are transforming their marketing campaigns and businesses through mobile with key takeaways to help improve your mobile capability. There’s also a glimpse into the future along with some key learning’s from a disruptor company forging a whole new sector with mobile at the heart of its business. And if you want to know how a London based product development studio built it’s business and success using mobile and gaming and the implications for brands and agencies then there’s a special session on innovation.

Selected sessions include:

• To become a mobile business marketers must embrace change, and not just in the marketing department but throughout the business. Digital transformations demand learning, recruiting, and restructuring. McDonald’s will share key insights on how to re-learn marketing not just reach, but content & context and talk about taking business mobile like you’ve never seen before.

• For ustwo, the creators of the award winning game Monument Valley the road to success has been everything but traditional. Gather insights into the impact that creative product development studios will have on brands and what will be needed in order to produce the kind of world class software and platforms that consumers will expect.