They're hip, hot and everywhere on the planet. But despite a drumbeat about mobile phones being the new frontier in the ad world, marketers have been slow to dial it up, particularly in the USA. That's in part because creating a mobile strategy and message remain a challenge.
"The level of knowledge and understanding of the mobile marketplace by traditional and digital agencies doesn't really exist today," says Dan Rosen, managing director, AKQA Mobile in London, a mobile-dedicated unit of San Francisco-based digital agency AKQA.
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