MIG Newsletter - Vox Pop

Sept 08

Click here to read the introduction

The key to cool mobile services, whatever they are, is creativity. But this requires a complex mix of skills to meet the growing demands of clients who want their service to stand out from the crowd. It's not just a case of coming up with some really creative ideas and they'll work.

So why is creativity so important in mobile these days? And what do you need to do to be 'creative'?

Dig-it catches up with Ben Cusack, Group Creative Director at MIG.

Dig-it: Hi Ben, so why is creativity so important in mobile?

Ben: To make your brand stand out is the key reason, but there is not one golden rule for mobile creativity: it is more about a different kind of creativity - people struggle with what they understand we can do. Everyone is searching for that WOW factor that they got years ago with Flash banners on websites, but its very different when it comes to mobile.

Dig-it: How so?

Ben: Mobile creativity includes many factors: good user experience, great content, it must add value to the user, be targeted and have the right component parts to work on a variety of handsets. You have to balance all these things AND be creative around them.

Dig-it: Is any one of these factors the real key; the starting point of the creative process, if you like?

Ben: It really has to be non-intrusive, relevant and targeted; otherwise you are not making the best use of the medium. You have to be creative within these tight parameters. It's almost a creative checklist.

Dig-it: Do the agencies and brands you work with get this - there is a feeling that if it hasn't got a trendy haircut and drinks double espressos in Shoreditch then it isn't creative?

Ben: It's hard. You have to be creative and persuasive, but you have to also be realisitic. You have to spell out what can and can't be done within the budget. You also have to spell out data costs and that users won't pay to watch an advert. Equally, you have to spell out what's possible on what kind of handset. In reality mobile creativity has to be done fast and within a budget.

Dig-it: What is happening to change this?

Ben: Increasingly, we are seeing mobile experts getting work within ad agencies so that helps. Once a big ad agency gets it and does a cracking campaign then they will all get it and it will grow and grow...

Dig-It: How far off is that 'getting it' stage?

Ben: Someone will have done a great big campaign on mobile by Christmas. Major brands have already put their toes in the water with mobile. More will happen this year and that will pull the whole industry in to it.