For Olivier Rabenschlag, Group Creative Director at TBWA, mobile isn't an afterthought, it's a starting point. He always approaches a creative problem with mobile first and develops the concept from there. Here, he discusses why he thinks mobile is so important and where he thinks the big opportunities lie.

November 2011



When I think about how I approach a creative problem, I think with always mobile first, and then growing outward.

Olivier Rabenschlag, Head of Creative Agency Development, Google