Mobile should be first in the order of consideration when creating digital content, a Unilever executive said at Media Tech Summit 2013. "I think there has to be a level of creativity and imagination to create something different because most people just translate the old to the new," said Unilever's Babs Rangaiah. Just as with past innovation in other media, "[s]omebody's going to come up with the model of the future. I think you might get one for social, for search, for mobile, and that would make it more scalable," Rangaiah said.

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