Don't Lose Your Brand In Mobile

Mobile may appear to be a great playground for experimentation, but be careful not to lose your brand personality along the way. Those words of caution come from Tricia Nichols, Global Lead of Consumer Engagement, Media Innovation & Partnerships for the Gap Brand. “Tread lightly,” she told attendees of OMMA Mobile on Wednesday. But, don’t shy away from doing great work, either, Nichols added. To that end, when working with your agency, "Don’t give them a traditional media or digital brief,” she said. For bigger, better results, “Give them the higher level brief." Sitting on a panel together, Nichols’ colleagues all had praise for their respective agencies, and the work they’re doing in social. Asked whether his agency was performing up to par, Jim Ensign, VP of Global Digital Marketing at Papa John's International, said, “Yes, absolutely.” Likewise, Sahar Khan, Brand Manager for Johnson & Johnson brands like Bengay and Benadryl, said, “Absolutely.”

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