What to ask when going mobile: insights from Colgate-Palmolive

This report from the 2012 4A’s annual Transformation Conference covers the address of Colgate-Palmolive's VP/global advertising and digital, Jack Haber, who discusses the opportunities and issues that mobile presents to brand owners.

What to ask when going mobile: insights from Colgate-Palmolive

Geoffrey PrecourtWarc

The self-described "token client" at the 2012 4A’s annual Transformation Conference in Los Angeles had a message for his agency audience: go mobile, fast.

Jack Haber, Colgate-Palmolive VP/global advertising and digital, said that both marketers and agencies are lagging behind consumers in embracing digital media. And the rise of mobile means they are falling even further behind.

"The percentage of money we spend on digital marketing or advertising around the world varies tremendously," Haber offered, "depending on the country, whether it’s the UK or the Philippines."...

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