I sleep with my phone. I admit it and I’m not alone according to Interbrand Corp. survey Dec. 2008. Mobile phones are one of the household budget items consumers are least willing to cut back on. Respondents said they’d sooner skimp on housing, clothing, groceries and tobacco products. The only items they’re more reluctant to cut spending on than mobile service are prescription and over-the- counter medicines. It’s no wonder. They’re the first last thing we touch before falling asleep, and the first thing we look to when we wake up (if not just for the alarm). Mobile phones have an all access pass to every room in our homes, and always ride shotgun. So how is it that an object of such intimacy and connection can be taken so lightly by marketers? I have spent the last fews days aggressively researching Mobile Marketing Agencies and though they are many, there are few that are actually doing more than than refitting old PR/Marketing patterns to a new model. Parties, contests, giveaways, but on your phone. When they refer to their bespoke mobile marketing campaign you have to ask, “ok, it is ‘Bespoke’, but is your ‘tailor’ aware of the current fashions?” In the most recent white paper from Ogilvy and Acision, Mobile Advertising 2020 Vision they talk about MM of the future and make a wonderful point, that doesn’t need to wait till the future it is pertinent today: “Mobile advertising is not simply an extension of other media plans- it requires a different mindset, a distinct process and new metrics.” Trend setters will be people who embrace the medium and make it do things that previous PR/marketing couldn’t do. Like Hyper Factory’s Motorola “Say Goodbye” or United Nations “Voices” campaigns. The key to this medium is relationship with the viewer/consumer - a dialogue. Time is the currency of the future and people spend time on their phones. They are omnipresent in our lives. With that sort of intimate vehicle, you can’t simply bespoke ads with old patterns, you just look like you’re wearing last year’s fashions.