Mobile Manifesto: Creative Leaders on the Art Of Successful Mobile Brand Advertising

In celebration of creativity and in preparation for the 2013 Cannes Lions International Festival of Creativity, the IAB has created a unique, comprehensive view of today’s mobile creative best practices. IAB started with the consumer and with Dynamic Logic data from more than 100+ mobile campaigns. Based on the data, Dynamic Logic, Millward Brown’s digital practice, created 4 high level thought starters for mobile creative best practices.

IAB asked Millward Brown’s qualitative practice, Firefly, to ask a variety of agency creatives to elaborate on these initial best practice thought starters - to share perspective and thoughts on how to enhance the thought starters.   We conducted 15 in depth telephone . . .