• by Mark Walsh  @markfwal, June 7, 2011

In the morning's first panel session including mobile innovators including FedEx, Intel, and IBM, Ed Kaczmarek, director of innovation for Kraft was skeptical about Augmented Reality, one of the more hyped mobile technologies of the last couple of years. He said too many AR executions he's seen are simply gimmicky with little use. If Kraft, which developed the popular iFood assistant app,  could figure out a way to "put utility behind it" and make AR relevant to customers, it will look at pursuing more aggressively.

And when it comes to working with agencies on mobile advertising and initiatives, Kaczmarek also warned brands to be wary. "If there's shop ou there that says it does everything, run the other way," he said. While Kraft has worked with firms including the Hyperfactory, he said "I've just seen a lot of crappy creative that just creates noise." He stressed mobile executions have to be custom-created and tailored to the medium to make mobile powerful and relevant.