While talking on the sidelines of the judging process of the 50th D&AD awards, Scott Seaborn, head of mobile at O&M said that this year has finally seen mobile arrive as a force to be reckoned with at D&AD – three years on from its first inclusion as a category in the awards. He noted that while new and interesting uses of technology were being entered – it being an emerging category – what was really heartening to him as a jury member was seeing real evidence of craft come through and longer lasting ideas being created.
Seaborn further added that mobile campaigns were no longer just about “instant gratification” communications. Creative and technologists are now coming up with campaigns and creative platforms that will engage public over the longer term. “These are pieces of work that will grow and develop over time, rather than raising a quick smile at a gag or a brief wow at the use of technology, the impact of which fades very quickly.”
D&AD Video: Scott Seaborn, O&M
WATCH the head of mobile at Ogilvy & Mather and foreman of the Mobile Marketing jury talk about the quality of mobile entries at D&AD this year
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Most Read
Just Published
McDonald's bets on boba, Bollywood and bold branding
Ranveer Singh stars in McDonald’s India’s latest ‘Famous Orders’ spin, adding desi drama to a global celebrity-led menu format.
Memes eat ad budgets for breakfast
As brands chase relevance, Idiotic Media’s CEO and co-founder explains why memes deliver punchy, platform-native content that’s cheap, viral, and built for Gen Z’s scroll-happy thumbs.
India at Cannes Lions 2025: A springboard, not a summit
Some of the biggest names in Indian advertising gathered for a freewheeling conversation on India's Cannes performance and what should be the country’s future aspirations.
Hiring without the hustle: SuperStuff.ai rewires ...
The startup is tackling adland’s broken hiring pipelines with AI, proof-of-work portfolios, and on-demand creative expertise.