IAB to Chair Historic All-Day Mobile Forum at Cannes Lions International Festival of Creativity

Unprecedented Focus on Mobile Brings Together Thought Leaders & Practitioners in South of France

NEW YORK – The Cannes Lions has selected the Interactive Advertising Bureau (IAB) and its IAB Mobile Marketing Center of Excellence to chair a first-ever all-day forum devoted to the topic of “Creativity in Mobile Advertising” at its annual International Festival of Creativity.

On Tuesday, June 19, IAB President and CEO Randall Rothenberg will lead the day’s inspiring series of high-level conversations – six sessions in all, including a grand finale roundtable that spotlights “The IAB Creative Showcase: Secrets of the Mobile Superstars.” On-stage discussion during this special session will feature Colleen DeCourcy of Socialistic, Thomas Fellger of Iconmobile, and Per Holmkvist of Mobiento. They will unveil stunning examples of the best mobile creative, and reveal critical insights on how to take advantage of the breakthrough opportunities in mobile today.

“The IAB-led forum at Cannes offers potent insights from some of mobile’s biggest superstars, who will show real-world examples of mobile marketing and advertising innovations,” said Rothenberg. “Mobile is already resetting the boundaries for marketing and advertising, but it’s critical that we not get caught up in technical gobbledygook and focus relentlessly on the one issue that matters most: creating fantastic unique experiences for consumers.”

Rothenberg will serve as the Daily Forum Moderator for each session throughout the “Creativity in Mobile Advertising” Cannes forum. The schedule of the day is as follows:

Tuesday, June 19

Audi Theatre, Palais Des Festivals

9:30am – 10:30am

Mojiva – Right Ideas, Wrong Execution – Taking Creative Ideas Mobile


  • Dave Gwozdz, CEO, Mojiva

11:00am – 12:00pm

Tapit – Creating Magical Experiences on Mobile Devices Using Near Field Communications


  • Jamie Conyngham, CEO, Tapit
  • Andrew Davis, Agency Director, Tapit
  • Chris Pile, Executive Director, APAC, TheFARM

12:30pm – 1:30pm

King.com – Platform and Social Games Loosening Purse Strings for Brands


  • Mark Charkin, Executive Vice-President, Global Ad Sales and Business Development, King.com
  • Dusan Hamlin, Joint CEO, M&C Saatchi Mobile
  • Michael Schade, CEO and Co-Founder, Fishlabs Entertainment

2:00pm – 3:00pm

MEC – The ONLY Way to be Creative, is to be Mobile


  • Daniel Rosen, CEO EMEA, Joule
  • Justin Taylor, Managing Director, Global, MEC UK
  • Melanie Varley, Chief Strategy Officer, Global, MEC

3:30pm – 4:30pm

MMA – Deconstructing Mobile


  • David Kenny, Chairman and CEO, The Weather Channel Companies
  • Alex Moukas, CEO, Velti
  • Greg Stuart, Global CEO, MMA

5:00pm – 6:00pm

IAB – IAB Creative Showcase: Secrets of the Mobile Superstars


  • Colleen DeCourcy, CEO and Founder, Socialistic
  • Thomas Fellger, Founding Partner and Group CEO, iconmobile
  • Per Holmkvist, Founder and Board Director, Mobiento

In addition, Anna Bager, the IAB Mobile Marketing Center of Excellence’s Vice President and General Manager, will be hosting a series of “Mobile Diaries” video interviews on the Croisette with attendees and creatives to get an inside look at their own smartphone and tablet usage.

“The proliferation of mobile devices and their variety of uses are quickly transforming the way marketers need to reach consumers,” said Bager. “The IAB recognizes that mobile-centered marketers, agencies and publishers must be a part of, not apart from, the entire, vibrant digital marketing-media ecosystem and it’s clear that the Cannes Lions agrees. The fact that the festival is dedicating a full day of sophisticated programming to the topic of mobile underscores its incredible impact on the entire advertising arena.”

Since its inception in December 2010, the IAB Mobile Marketing Center of Excellence has advanced technical standards and best practices, provided executive training and education, and spearheaded groundbreaking research, with the goal of helping marketers take full advantage of mobile’s unique benefits. Significant achievements include:

  • Advancing the mobile marketing industry on Capitol Hill and with the Administration to ensure an open and innovative marketplace for our members
  • Leading the charge to update the Digital Advertising Alliance self-regulatory program to include mobile principles
  • Launching the Rising Stars Mobile contest, ultimately naming five innovative mobile ad concepts designed to propel richer brand marketing across smartphones, tablets, and other mobile devices
  • Unveiling “The IAB Mobile Phone Shopping Diaries,” research that shows that mobile advertising is a key driver of smartphone and feature phone shopping
  • Presenting the first U.S. Tablet Buyer’s Guide
  • Introducing of MRAID (Mobile Rich Media Ad Interface Definitions), which standardizes communication between ads and apps
  • Publishing the “Marketer Perspectives on Mobile Advertising” study of more than 300 brand marketers, revealing a rapid rise in mobile budgets tracking U.S. mobile advertising revenue as a part of the ongoing “IAB Internet Advertising Revenue Report
  • Conducting research to establish the first-ever list of “Top Mobile Shopping Savvy Cities” in the U.S. and Super Bowl-themed “Mobile Sports Savvy Index
  • Holding regular roundtable discussions with leading experts in the IAB Ad Lab in New York, as well as in Chicago, San Francisco, and Los Angeles, to educate the media industry on specific aspects of smartphone and tablet advertising
  • Working with the IAB Networks and Exchanges Committee to create a mobile addendum to that group’s Quality Assurance Guidelines (QAG)
  • Releasing a paper evaluating the current state of mobile advertising measurement, outlining differences from existing digital media measurement
  • Building a “Smartphone Creative Showcase” as well as one devoted to tablets highlighting examples of innovative and inspirational ad creative executions designed for mobile
  • Coordinating with other IABs around the world to produce a first-ever “Global Mobile Anthology,” spotlighting trends in mobile adoption in key markets

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

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