The Guardian reports the opinion of Andrew Robertson, recently appointed CEO of BBDO agencies' network, who believes mobile phones will soon start playing a key role in advertising. The article also quotes a BBDO report which found out consumers would give up their television sets before sacrificing their mobile phones or home computers.

I don't know whether this is an imitation effect, or the advertising agencies are really starting taking mobile marketing seriously, but as a matter of fact last week everybody come out last week with statements about the importance of being mobile. I've already posted that Foote Cone & Belding which signed a deal with NeoMedia Technologies to develop mobile marketing campaigns. Now I've also found on New Media Age (reg. req.) that the boss of WPP Group, "Sir" Sir Martin Sorrell has sent out a formal request for proposals (RFP) to find a global mobile marketing partner.