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Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design

ISBN: 978-1-118-82842-7
256 pages
February 2014
Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and Design (1118828429) cover image


A real-world guide to mobile marketing from the head of digital initiatives at Saatchi & Saatchi worldwide

The future of marketing is mobile, with seventy-five percent of the world's population having access to a mobile phone and the average American spending 82 minutes per day using her phone for activities other than talking. To traditional marketers unfamiliar with the special challenges of mobile marketing, this territory feels complicated and even frightening. Mobile Magic provides a bird's-eye view of the process of creating great mobile marketing from one of the world's most experienced and successful practitioners.

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Table of Contents

Kevin Roberts

Introduction: Cannes Do

Section 1: Knowing the Terrain

Chapter 1: Living in the Screen Age: The Evolution and Opportunity of Mobile Marketing 6

Chapter 2: Why Go Mobile-First? 16

Chapter 3: A Crash Course in Mobile Phones and What They Can Do 22

Section 2: Understanding the Essentials

Chapter 4: The Four Keys to Mobile Marketing Success 36

Chapter 5: The Sweet Spot: Search and Social 46

Chapter 6: Marketer, Know Thyself (And Thy Audience)! 58

Chapter 7: Location, Location, Very Specific Location 68

Section 3: Getting Going

Chapter 8: How to Budget 78

Chapter 9: Building Your Team 90

Chapter 10: Interfacing with Design: What Production Looks Like from the Marketing Side 100

Chapter 11: Making the Stuff: The Basics of Mobile Production 110

Section 4: Being and Staying Attractive

Chapter 12: Lovemarks: The Algorithm of Attraction 124

Chapter 13: Communicating with Your Audience 140

Chapter 14: Selling Everything Everywhere 150

Section 5: Ensuring Success

Chapter 15: The Finish Line: Legal Issues, Lack of Support, and Trying to Do Too Much 160

Chapter 16: Measuring Success. Return on Investment Involvement: How to Define Success 172

Chapter 17.1: Marketing: Lucky Charms' Chase for the Charms Mobile App 182

Chapter 17.2: Gentlemen, Start Your Smartphones: The Tori 500 190

Chapter 17.3: Out of the Cold: Gillette Venus Sweden‘s “Tag the Weather” Campaign 198

Chapter 18: The Future 208

Acknowledgments 216

Index 219

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Author Information

Tom Eslinger is Saatchi & Saatchi Worldwide's Director of Digital and Social. He leads the creative growth of Saatchi & Saatchi's integrated capabilities across its global network.

Eslinger joined Saatchi & Saatchi in Wellington, New Zealand in 2001 as a digital creative director and was appointed to Saatchi & Saatchi's Worldwide Creative Board in 2002. Eslinger has worked across social media, applications, augmented reality, interactive content, and games across Saatchi & Saatchi's portfolio of clients including Procter & Gamble, General Mills, Toyota, T-Mobile, and Novartis. Prior to joining Saatchi & Saatchi, Eslinger was a senior lecturer at the Wanganui School of Design in New Zealand.

Eslinger is a multiple Cannes Lion winner for digital and mobile ideas. In 2012, he was the inaugural President of the newly added "Mobile Lions," following his 2007 Presidency of the Cyber Lions.

Eslinger lives in New York City and recharges at an entirely solar-powered home on Great Barrier Island, New Zealand. He originally hails from North Dakota and is a graduate of the Minneapolis College of Art & Design.

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Press Release

February 24, 2014
Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing

With 75% of the world’s population having access to a mobile phone, marketers are scrambling to understand how consumers might invite them onto their devices.

A new book Mobile Magic: The Saatchi & Saatchi Guide to Mobile Marketing (Wiley) written by digital communications expert Tom Eslinger offers a roadmap for creating effective mobile marketing campaigns. From creative concept to campaign maintenance, Mobile Magic draws on the experience of Saatchi & Saatchi’s leading digital practitioner. Tom Eslinger is Worldwide Creative Director of Digital at Saatchi & Saatchi, based in New York.

Mobile Magic is a resource for brand marketers and small business owners, focusing on the strategic opportunities and practical implications of mobile marketing. The book presents a wide range of insights into the mobile market, a field that is getting bigger and more complex every day. In a noisy market, Mobile Magic provides a clear voice to help navigate every step of the mobile market process.

The book includes advice for defining success in mobile marketing, understanding audiences, search and social, location-based services, hiring vendors, advice on budgeting, potential legal issues and ideas for creating impactful campaigns to make emotional connections. Mobile Magic includes real-world case stories from Saatchi & Saatchi clients Lexus, General Mills’ Lucky Charms and P&G’s Gillette Venus.


The core principle of Mobile Magic is the “MIST” - Mobile, Social, Intimate and Transactional. These four principles are core to all successful mobile marketing campaigns. Without them, any mobile app, website, augmented reality project, game or texting campaign will never reach its full potential.


“Tom Eslinger is a Saatchi & Saatchi digital pioneer and someone who really walks the talk,” says Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, who wrote the foreword to Mobile Magic. “This book takes his many years of experience and translates them into a something that should be on the desk of every business interested in engaging customers through their mobiles. If you need a guide to communicating and transacting on mobile – Mobile Magic is your new best friend.”

“Mobile is the fastest-growing arena of marketing, but it is also is a space that can be intimidating for all types of business because the customer is in total control and brands have to be invited in,” says Tom Eslinger. “We’ve pulled back the curtain and show that it doesn’t need to be scary. Start with a creative idea, understand the executional options, manage your budget and resources, and plan for every step of the process. We think businesses are going to get a lot out of Mobile Magic.”

Mobile Magic is the tenth book from Saatchi & Saatchi in a decade. Other books have covered the future beyond brands, cause marketing, leadership, and the screen age. Collectively the books have sold over 300,000 copies. Mobile Magic is now on sale at Amazon.com and at selected booksellers.

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