Simon Davies/ @asimondavies / sdavies@qz.com

Executive Director, EMEA

Making Mobile

Advertising that

Works

2

1. Produce quality

2. Be relevant

3. Respect habits

4. Iterate

5. Optimize for mobile

6. Optimize for social

7. Be transparent

Our guiding principles

3

1. Produce quality

2. Be relevant

3. Respect habits

4. Iterate

5. Optimize for mobile

6. Optimize for social

7. Be transparent

Our guiding principles

4

Produce quality

5

Produce quality

6

Thomson Reuters

Shilpi Niyogi, SVP Corporate Affairs,

Pearson

Andrew Bennet, Global CEO, Havas

Worldwide

Produce quality

7

1. Produce quality

2. Be relevant

3. Respect habits

4. Iterate

5. Optimize for mobile

6. Optimize for social

7. Be transparent

Our guiding principles

8

Be relevant

9

Be relevant

“This is good. Good use of

data visualization, roundup of

the social web, and good

commentary. Well done.”

Jonathan Perelman

VP, BuzzFeed Motion Pictures

10

1. Produce quality

2. Be relevant

3. Respect habits

4. Iterate

5. Optimize for mobile

6. Optimize for social

7. Be transparent

Our guiding principles

“Blackrock’s branded content

play at Quartz is brilliant and

perfectly executed.”

Justin Breitfelder

Investment

Strategy

Respect habits

12

1. Produce quality

2. Be relevant

3. Respect habits

4. Iterate

5. Optimize for mobile

6. Optimize for social

7. Be transparent

Our guiding principles

13

Iterate

14

Iterate

Vala Ashar

CMO, Enterasys

– Siemens

Enterprise

Jeff Nelder

CMO, GOOD

Managing

Partner

Turnleaf

Marketing

Consulting

shared by:

15

1. Produce quality

2. Be relevant

3. Respect habits

4. Iterate

5. Optimize for mobile

6. Optimize for social

7. Be transparent

Our guiding principles

Optimize for mobile

18

1. Produce quality

2. Be relevant

3. Respect habits

4. Iterate

5. Optimize for mobile

6. Optimize for social

7. Be transparent

Our guiding principles

19

Optimize for social

20

Optimize for social

Persistent share tool

21

Optimize for social

22

Optimize for social

“First time I’ve seen a

WhatsApp share button on a

website.”Vince Buyssens

@fadawah

23

1. Produce quality

2. Be relevant

3. Respect habits

4. Iterate

5. Optimize for mobile

6. Optimize for social

7. Be transparent

Our guiding principles

Be transparent

Sponsor’s logo

Be transparent

Label colors that are

distinct from

editorial…

Be transparent

…including on individual

story elements

Be transparent

Disclaimer at end

Be transparent

29

1. Produce quality

2. Be relevant

3. Respect habits

4. Iterate

5. Optimize for mobile

6. Optimize for social

7. Be transparent

Our guiding principles