Mobile first: How The Guardian and Shazam are dealing with rapid change

Mobile is not only changing everything, it is doing so with unprecedented speed and this event report takes a look at how publishers and agencies are coping.

Mobile first – how The Guardian and Shazam are dealing with rapid change

Brian CarruthersWarc

In the past, publishing was traditionally a slow-moving industry, but digital and, especially, mobile, has turned that world upside down. At an AOP Forum on mobile advertising, held in London in September 2014, Lee Fels, head of mobile and video at the Guardian newspaper, pointed out that the paper itself had been through five iterations in the course of 193 years and five website refreshes in 18 years. Over the past four years it has been made available on 16 different platforms and thousands...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands