Chris Wooster, Executive Creative Director at Mcgarrybowen, gives us the agency perspective on the evolution of mobile. He says that as more people are moving to iPhones, Androids, tablets and the like, it's quickly becoming the primary digital screen. He cautions advertisers and clients that they need to make a shift from the flashy way of doing things to a more utilitarian one, pointing to resources like HTML 5 to create experiences that help consumers do what they're trying to do.