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.”