Why mobile demands the diverse strengths of a full-service agency

This event report looks at how BBDO is using mobile within the media mix, focusing on a campaign it ran for Snickers, the chocolate brand, in the UK.

Why mobile demands the diverse strengths of a full-service agency

Geoffrey PrecourtWarc

Just as soon as commerce and marketing started to move online, pundits began to clamor about a "digital divide". In the last two decades, as penetration levels have grown, the "divide" has remained a hot topic of discussion, even as the nature of the division has changed.

Initially, it was about the haves and the have-nots – a split between the technical and cultural elite on the one hand and the common man on the other. But at the 2013 IAB MIXX 2013 Conference in New York...

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