Full-service vs. niche: Brands split on which agency route to go
As marketers increasingly look to build out their mobile initiatives, cross-channel and goal-driven campaigns are forcing brands to either ask for more collaborative efforts from their full-service agencies or branch out and work with a mobile-specific agency.
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Crowdsourcing supercharges mobile marketing with audience authenticity 
With Google’s recent acquisition of Waze and TripAdvisor’s deal for GateGuru, it is clear mobile companies see crowdsourcing as playing a key role in their next generation of mobile services while brands are just beginning to dabble.
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Showtime propels same-day tune-ins via New York Times iPad ad
Showtime is pulling out all the mobile bells and whistles for a new advertising campaign that will launch on Sunday as a takeover unit on the New York Times iPad application.
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Colgate-Palmolive bets on SMS to spread healthy oral habits 
Colgate-Palmolive is prioritizing its SMS initiatives this summer with a campaign that encourages consumers to make a pledge as part of its efforts for Oral Health Month.
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