Tim:  Continued… We’re building a suite of products to enable ITV advertisers in all sectors to solicit text responses from consumers via shortcodes within the advert broadcast. We’ve been working with brands like Douwe Egberts and Colour Catcher so that consumers receive free samples when they respond to the ad and we’ve seen great redemption rates.

dig-it:  Have big media agencies begun to ‘get’ mobile and are they integrating it into their client strategy?

Tim: For sure. When we did our mobile advertising seminar to agencies back in April, we got four or five briefs out of it. Traditional advertising agencies are sending us briefs to work on so they can add more advertising value to the brands they are working with.

dig-it: What else is in the pipeline?

Tim:  I recently presented our ideas about mobile coupons and ticketing at the NOC Knowledge and Networking seminar that MIG sponsored. I showed how to use this marketing mechanism in different formats such as for FMCG clients in retail outlets.

dig-it: Sounds interesting. Where do you get your inspiration and motivation from?

Tim: Selling - It challenges all my creative juices. And my team are fantastic too. We have the biggest customer interfacing team in the business with eight heads dedicated to exploring both the commercial and creative elements of mobile marketing. To be honest motivation isn’t the problem, it’s all about coordination and organisation.

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