Campaign TV: OMD's Dan Clays says luxury cars and video biggest trends at MWC

Dan Clays, chief executive at OMD UK, spoke to Campaign about trends that have so far impressed him at this year's Mobile World Congress.

The opportunity for more personalised content in video, and how data can play a bigger role, was a prominent discussion point among delegates, Clays said.

He added said: "What struck me is that we have to not just be thinking about the experience that brands are creating in mobile but what that mobile experience will create for real life."

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Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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