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AMSTERDAM – December 12, 2013 – MediaMonks has appointed Coen Doolaard as the new head of its mobile department. Doolaard joins from XS2, where he was in charge of new business, MediaMonks said in a press release. As Head of Mobile, Doolaard will manage the growing number of global projects and advise advertising agencies on the use of mobile platforms and technologies to extend their creative campaigns.
This year, MediaMonks won over twenty awards with mobile work produced for agencies such as DDB & Tribal, SMFB and TBWA. As the role of mobile in brand communications gains importance, the demand for creative mobile work is expected to further increase in the new year.
“Mobile has become fundamental to our work as a digital production company,” said CEO of MediaMonks, Victor Knaap. “The majority of our campaigns include a mobile component, and in Asia, mobile-first and mobile-only campaigns are becoming quite commonplace. Coen will make sure that the campaign’s big idea will be carried across all screens in the best possible way.”
More possibilities
Creatively, mobile is often seen as a downgrade. Doolaard disagrees and points out that even the simplest phones and tablets are equipped with features most desktops are lacking, with GPS being the obvious example.
Doolaard said, “My goal is to help agencies to get the most out of such technologies. Mobile doesn’t have to be a pocket-sized version of the desktop campaign. By utilizing medium-specific features, we can make campaigns that do more creative justice to the medium and the ways in which we use our phones and tablets. For many brands mobile is still a relatively unknown territory but I’m looking forward to change that.”
