• by Joe Mandese  @mp_joemandese, August 17, 2011

Okay, so it's always been a little filthy, but Scheppach meant it in the context of mobile media, and why advertisers and agencies are loath to sully their mobile media efforts with advertising.

"It's our job to bring the sexiness back to advertising," she said, imploring her panelists to chime in on the "hurdles" vis a vis mobile media.

SapientNitro's David Hewitt gave Scheppach an answer that her VivaKi brethren may not have liked to hear: "Lazy media planners.

"Mobile has just been left very much on the shelf, or slush fund spending," he said, describing the logic planners have about planning media like "media muscle memory," or what he called, "rinse and repeat" planning that hasn't incorporated mobile in a significant way.