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Interview

The Phenomenon of Mobile

the rundown

Paul Woolington, Founding Partner at Naked Communications, discusses how mobile is transforming advertising today. He says that mobile is a catalyst, while social is a thread that combines everything together. He also argues that mobile and social elements must be integrated into strategies from the start, not added on as an extraneous element later.

“I think a lot of strategies where mobile has been incorrectly used [is where] it's the add-on, it's the bolt-on, rather than a fundamental ingredient in the game.“
  • Paul Woolington Paul Woolington