07 June 2012: Tom Eslinger, Saatchi & Saatchi’s Worldwide Digital Creative Director and President of the inaugural Mobile Lion jury at this year’s Cannes Lions festival, speaks to Contagious magazine about what makes a great mobile campaign and what competition exists between large agencies and smaller digital shops.
Contagious: You’ve recently been working on setting up the first mobile jury with Cannes Lions. What are the challenges of identifying the unique value of mobile when it so often forms part of an integrated campaign?
The big challenge is going to be ‘Why’? With mobile already being blended into so many ideas, I always ask ‘why is it on the device and why did it get made in the first place?’ We need to find high utility, appropriateness for the medium and above all, a killer idea that makes it relevant and rocking. The technology and innovation that make mobile such a fun space to play can also sometimes be a trap. The idea’s gotta rock just as much as the tech.
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