MMA, MEC and Mojiva: Discussing mobile at the 2012 Cannes Lions

Joseph Clift

"This is the year where creativity in mobile advertising comes of age." So said the Interactive Advertising Bureau's Randall Rothenberg, introducing a day-long Forum session on mobile at the 2012 Cannes Lions International Festival of Creativity.

While the ad industry seems to have been proclaiming the "year of mobile" for much of the last decade, the day's presentations, from a mix of trade bodies, agencies and clients, nevertheless seemed to suggest that mobile marketing is finally hitting the mainstream.

For Rothenberg, the marketing industry has only just begun to explore the possibilities afforded by mobile creative. "If we're going to touch the hearts of consumers, it will actually be with content," he told delegates. "These are the coin of the creative realm – as necessary on mobile devices as on the printed page."