By Jon Hook

If you want a seer on the future of advertising then Sir Martin Sorrell is not a bad place to start.

“Mobile people – you need to have programmers, engineers, scientists and mathematicians, and it needs different type of agency people working together,” he said at last year’s Cannes Lions.

What he’s recognising is that media agencies can’t simply hire a mobile expert and pretend they’ve solved mobile. You need people who understand the entire mobile ecosystem – mobile media, mobile strategy and mobile technology (automation, analytics, CRM, location/mapping and ad serving).

You need to be able to tell a client Read full story ›

Source: The Drum