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.
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