Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design

Introduction: Cannes do

We don’t really know what to call mobile anymore. I was at Saatchi & Saatchi New Zealand experimenting in mobile with clients willing to try new things, but in the early 2000s, it was niche experimentation. Later in my career I worked across our LA and London practices in the mid to late 2000s; it was application to brands at scale. Today, it’s everywhere. As Saatchi & Saatchi’s worldwide digital creative director, I can tell you that mobile is at the top of every brand’s mind. While mobile marketing has been around for over a decade, we are still in the early phase, constantly evangelizing the use of mobile in our marketing efforts, figuring out how to create really intimate, personal work that reaches people, and always interrogating the work to determine which ideas are truly great and truly mobile.

That’s where this book comes in. In Mobile Magic, we’ve started with Saatchi & Saatchi’s belief in Lovemarks, in brands that instill loyalty beyond reason, and we’ve married our philosophy with my personal experience with mobile. The aim is to give marketers of every size and scale insight into the world of mobile, into our company’s worldview, and into my personal experience down in the creative, strategic production and trenches. This book is all about scale: ...