Ad-industry executives debated the role of mobile devices in brands' media strategies at a Consumer Electronics Show panel this week. Cross-platform and integrated campaigns are becoming a vital part of online marketing, execs said, but finding the right balance while maintaining a coherent campaign identity can be tricky. "We say human first instead of mobile first. ... We're actually creating one experience, but it can go in so many places," says Alastair Green, executive creative director at Team One, a Saatchi & Saatchi subsidiary.
Marketers say mobile is still a tough nut to crack
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