This article was originally posted on TRIBAL WORLDWIDE.
Prior to his keynote at this year’s Mobile World Congress held in Barcelona, Spain, Paul Gunning, Tribal DDB CEO and DDB Chief Digital Officer, sat down with Mobile World Live to discuss the effect of mobile on clients and advertising.
According to Gunning, Tribal DDB’s business model should be 70 – 80% mobile within the next few years. Brands consider mobile to be a fundamental element of their ad strategy and budget. And mobile is at the heart of client media and advertising objectives, a trend that has been prominently on the rise since 2009. Clients no longer need convincing to integrate mobile into their advertising and media plans.
Although brands across the board are interested in and engaging with mobile, Gunning cited both Volkswagen and McDonald’s as two of the most forward thinking in the space.