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‘Believe the data you’re seeing’: MOMA winners offer tips to brands on making the most out of mobile

Winners from the Marketing on Mobile Awards (MOMAs), sponsored by Celtra, have offered their advice to brands on getting the most out of their mobile activity.

Darren Foulds, director, Barclays Pingit collected the Grand Prix award for the mobile payment service. He advised brands to make the mobile experience as simple as possible.

“It’s all about making customers lives easier. Pingit started with the simple premise of how to make payments as simple as texting. Starting from that we looked at how we can make a great experience. It’s all about focusing on user experience and making that as simple as possible,” he said.

The Chairman’s award was picked up by Manning Gottleib OMD for its work for Specsavers. The agency’s head of mobile Mark Brennan advised brands to “believe all the data they’re seeing”.

“When you understand your data it’s about being adventurous with it. The reason we’ve won so many awards [for Specsavers] is that it was rooted in what the consumer was doing. We came up with the technology idea and they belied in us to deliver it. So be as adventurous as you can be and do what your agency wants you to do,” he said.

Matt Beavis, marketing manager at Sony Mobie, urged brands to stop designing for desktop first while Nigel Clarkson, commercial director at Weve – the Judges Choice Award winner - suggested brands think about the context in which a mobile campaign is being delivered.

A full list of award winners can be found on the MOMA website.

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