It's already been almost a week since Future of Mobile and I haven't had a chance to write about it. Tom has already covered it very well, but he forgot to mention Jonathan MacDonald's presentation. Perhaps that's evidence of one of the gaps Helen Keagan mentioned in her 6 minutes talk - the one between the mobile industry and advertising.
Jonathan's presentation was full of passion but felt to me as the right message to the wrong audience. The right message because advertising clearly needs to change and is changing. I remember several year's ago JWT's statement that they were from then on in the business of attracting and retaining people's attenion.
The wrong audience because the mobile industry - unlike web - has grown and developed with little exposure to the world of brand advertising. Most of the presentation was referring to the mistakes, history and future of that world. I've been replaying the presentation in my head over the week, thinking about how Jonathan's key points apply to mobile. All I can think of takes me back to Tomy Ahonen's writings - the importance of communites and conversations for brands.