Surprises in Marketing Today

OLIVIER RABENSCHLAG: Something that surprised me is that you can't really predict what will catch on and what won't. The weirdest things that I thought would never take off have 30 million users using it. And I just still wonder why. It's this idea of this constant prototyping. The idea of launching something, seeing how it does, reusing the feedback, and constantly changing the product as it goes along, I think, becomes part of the creative process. I think working with mobile opens up a lot of doors creatively. It's a new channel. It basically is based on an existing behavior. And it can talk-- It's the bridge between the physical world, the digital world, talking between TV and print and magazines. It's like this mobile device that's almost like the connective tissue.