2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

The Myth of the Mobile Mom

#sxsw #mobilemoms


Good old mom, the holder of purse strings, the target of so many CPG brands and retailers, the prize everyone has their eye on.

With more and more clients asking for “a cool mobile idea that targets mom in store” it’s time to ask the question nobody wants to ask: is a mom juggling a cart full of kids and a grocery list really in the mood to stop everything to engage with your brand?

We don’t think so.

But that’s not to say you can’t effectively engage a mom, who’s also a shopper, on her mobile phone. Let's discuss.



Leyla Dailey

VP Creative Dir

Leo Burnett

Leyla Touma Dailey is a VP, Creative Director at Leo Burnett, a creative advertising agency based in Chicago. She has more than 14 years of experience in creating emotionally engaging digital and shopper experiences for some of the world’s top brands such as Coca-Cola, Comcast, Kellogg’s, MillerCoors and Walgreens.

Leyla understands the importance of creating brand experiences that connect with consumers to change behavior, resulting in award winning work, including a 2012 Cannes Short List, Gold Addy and Gold Pencil at the One Show. She’s also a mom of three and loves every crazy minute of it.


Molly Garris

Digital Strategy Dir

Arc Worldwide/Leo Burnett

Molly Garris is a Digital Strategy Director for Leo Burnett and Arc Worldwide, a creative advertising agency based in Chicago. She is the agency's in-house mobile marketing subject matter expert, and since joining the agency in 2009, Molly has been instrumental in activating successful mobile marketing campaigns for Coca-Cola, Miller Coors, Whirlpool, P&G, Kellogg's, and Purina, just to name a few. Molly is a strong believer in the power of education and spends much of her personal time working with local universities and hosting guest lectures focused on mobile and digital strategy. Her accomplishments were noted in Advertising Age as one of the 2011 Women to Watch.

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