Campaign

Clear as a bell.

Channel choice is so critical yet so easy to overlook - added to which, it is astonishing how simple and effective mobile executions can be.

Perhaps this arena will mature when we collectively concentrate on emotion as opposed to technology.

We are dealing in the most personal of communication devices which a simple 2-way message can potentially have more impact than any amount of broadcast advert...

I have taken an excerpt from my forthcoming book and posted it here about this kind of thing we speak of: www.jonathanmacdonald.com

Keep it up sir :)

Rory, I'm a bit concerned that there hasn't been a gay Dr Who so far (though I have my doubts about some of them) so good luck with the audition. Seriously though, I take the point about mobile opportunity and how brands should use it, but the real question is, what's going to get them to put money into mobile? The lack of effectiveness in other channels or will we need something to change in the way mobile is sold to them. For instance, there seems to be a lot of excitement about the iPhone in creative circles, but it doesn't seem to have opened up possibilities in the eyes of advertisers/clients/brands.

A standard platform would be a huge plus, but I suspect the iPhone isn't it. Jobs has an anal refusal to share, which inhibits his ability to create a platform of any kind. The Nokia, Motorola, Vodafone [add 20 brand names here] backed Symbian alliance which has been created to be entirely open will probably prevail, and this will be good news all round.

But we should also remember that the phone is essentially a behavioural device, while many marketers are rewarded on attitudinal measures.

Incidentally a gay Dr Who could presumably double-up on a few more body parts - not only the heart - making things much more interesting all round.

Anything that makes Dr Who more interesting should be welcomed ...

i think the issue is not with which platform, but how long before the iphone type 'experience' becomes ubiquitous on all other MID platforms. iphone wont have the reach for a while, but an iphone stylee UI experience won't take long. (the real metric to watch will be all you can eat mobile internet plans).

there are already rich experience utility type apps springing up, which will be available free via the iphone apps store launched today. medialets is one example, which is specific to iphone. beware of the onslaught of sponsored productivity hack apps.

What do people think about All You Can Eat mobile Internet plans? I have a fear they may come to regret them. Although turning wifi hotspots into femtocells may be one partial solution.