Yet Another Conversation at Mobile World Congress Where Industry Execs Lament Lack of Mobile Focus
If there’s one thing that’s become clear at Mobile World Congress, it’s that marketers have a lot of work to do on mobile.
Industry execs grappled with ad blocking on a panel on Tuesday, and before that a panel talked about how the industry has failed to create trust in the security of consumer information and offer value to people when it comes to mobile. Now Martin Sorrell, chief of WPP, in a talk with Recode’s Ina Fried, said that “the mobile revolution hasn’t registered yet with companies” and there’s an underinvestment in mobile in the marketing industry.
“We haven’t adapted,” said Mr. Sorrell. “When people talk about creativity in our industry, they’re talking about Don Draper. They’re not talking about the new definitions. Believe it or not, people inside media agencies are creative. Software engineers are creative … It’s the definition of it — we haven’t contextualized it correctly yet.