MediaMonks appointed Coen Doolaard as head of its mobile department. He joins from XS2, where he was in charge of new business and will now manage the growing number of projects and demand for advice on the use of mobile platforms and technologies to extend creative campaigns. This year, MediaMonks won over twenty awards with mobile work produced for agencies such as DDB & Tribal, SMFB and TBWA. Victor Knaap, CEO about the hire: “Mobile has become fundamental to our work as a digital production company. The majority of our campaigns include a mobile component, and in Asia, mobile-first and mobile-only campaigns are becoming quite commonplace.” Doolaard reaction to the standpoint that creatively, mobile could be seen as a ‘downgrade’: “even the simplest phones and tablets are equipped with features most desktops are lacking” (think of GPS). Doolaard continues: “My goal is to help agencies to get the most out of such technologies. Mobile doesn’t have to be a pocket-sized version of the desktop campaign. By utilizing medium-specific features, we can make campaigns that do more creative justice to the medium and the ways in which we use our phones and tablets. For many brands mobile is still a relatively unknown territory but I’m looking forward to change that.