How does a brand ensure success in achieving their strategic objectives when there are so many vendors in the mobile space? Learn first hand how a pitch is orchestrated to achieve brand goals and objectives.

Moderator: Gene Keenan, VP Mobile Strategies, Isobar

Chris Murphy, Director, Digital Marketing, adidas US

David Rippetoe, Senior Director of Business Development, Neighborhood America

Fidel Parente, VP Account Director, Global, Basketball, CARAT

Matt Shaw, Director, Advertising Sales, AdMob

Paul Salumbides, Senior Account Executive, Carat

Further conversation about the adidas campaign

• Emphasis on integration on agencies
  • traditional agencies not used to giving up power to digital agencies
  • very important to add extensions of traditional campaigns, especially for certain demographics that are used to searching and not just going to a URL
• Will tagging commercials with short codes become ubiquitous?
• Personalization very important when dealing with something like a mobile experience
• adidas used athletes to gain trust for the brand to help them join the conversation
  • the brand was kept out of the phone calls
• User experience was central to the campaign
• How do you measure ROI on a campaign like this?
  • Murphy “I am on the brand side, I don’t have to track ROI”
  • I can’t