Mobile is rapidly growing as a consumer medium but it's often been faulted for giving marketers a limited creative canvas because of the screen size. So where does creative fit into mobile? SapientNitro's Legorburu says the solution has nothing to do with trying to shoehorn a banner or existing ad formats onto the mobile screen. Instead, he focuses on mobile as the link between the digital and physical worlds, reshaping everything from shopping to dating. In particular, he says SapientNitro is doing a lot of work currently in relation to retail and location-based services. He says, in effect, mobile will increasingly become the remote control for everday life. The creativity comes in where developers, brands and retailers figure out how mobile enhances the real world experience.