• by Mark Walsh  @markfwal, September 23, 2013

Marla Skiko, EVP, Director Digital Innovation, SMV Group, emphasized that mobile is now just part of what SMV does because the medium has become so pervasive. “The third screen really is becoming the first thing we think about,” she said, the way digital years ago became integrated widely into ad campaigns and marketing efforts.

Joe Cianciotto, Executive Creative Director of DDB and Chief Digital Officer of NY, DDB, said the agency does more work in digital overall than TV and print. As part of that, DDB is building mobile expertise into all areas rather than keep it siloed in a separate department. That includes things like making mobile part of the agency’s UX expertise, using adaptive design, and extending production capabilities to include tools like Vine.

Doug Rozen, Chief Innovation Officer, at Meredith Xcelerated Marketing, noted the company has both mobile specialist and digital generalists across mobile, social and analytics. Given the rate of evolution in mobile, he says its crucial to have depth in mobile.