Cannes 2012: UK needs to improve in mobile

UK ad agencies need to improve their skillset in mobile, according to Peter Sells, the head of mobile at Bartle Bogle Hegarty and Mobile Lions jury member.

Tom Eslinger, the jury president
Tom Eslinger, the jury president

Sells said UK agencies, which won one Gold and four Bronze Lions in the inaugural category, are still struggling to do sophisticated mobile work in-house and tend to defer to specialised mobile companies who build the services.

"The industry is not just focused on display advertising any more, and needs to change skillsets", Sells said.

Sells praised DLKW Lowe’s Gold Lion winning "pennies for life" work saying it was beautifully produced and struck a "real emotional chord"  with those who took part.

Tom Eslinger, the jury president and digital creatvie director of Saatchi & Saatchi Worldwide, said that fact that Cannes was hosting its first ever Mobile Lions indicated that the medium is now being taken up by the creative industry.

He praised the Grand Prix winner, Google's "hilltop reimgained for Coca Cola" saying it opens up the possiblities of what you can do on mobile.

The jury members noted that there needed to be more clarity and description in the individual categories as there were some impressive entries entered in the wrong category.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

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.

Just published

More