Media Playground 2010: The big ‘i-level’ debate

The Big Debate on i-level  – is “everybody going for the big agencies at the expense of specialist expertise?” asked the BBC’s Torin Douglas at Media Playground 2010.

The COI’s communications planning officer Mark Cross responded: “Going forward, to be a specialist you need to find out where you fit in.  That is the challenge for the whole mobile industry… we need to see how it fits in the bigger picture.  We also need an integrated perspective.”

“There is a gap for integration specialists – that is what’s missing,” added Lisa Rokny, head of digital commercial development at CBS Outdoor.