Publicis’ Chief Strategist on the Outsize Impact Mobile Phones Have Had on Advertising

Rishad Tobaccowala says nothing has affected it more

It's no exaggeration to say Rishad Tobaccowala—chief strategist for Publicis and a member of the Directoire, an internal leadership group at the agency holding company—is one of the smartest thinkers in advertising. Tobaccowala joined Mainardo de Nardis, CEO of OMD Worldwide, and Robert Schwartz, global leader of strategy and design for IBM's Interactive Experience group, on a panel at Dmexco about the future of the agency-marketer relationship. After dropping some serious knowledge on the audience, Tobaccowala sat down with Adweek to discuss some of the highlights of the session. Besides noting that the development of the smartphone in 2007 had a greater impact on advertising and marketing than any other development in the past five years, Tobaccowala shared his belief that data is very much like oil—you can have a ton of it, but until it's refined, it's not much use to anyone.