The mobile phone is quickly evolving into a location awareness tool, helping consumers know not only where they are at any moment, but also what is around them. From services that allow for the delivery of targeted text messages triggered by consumers’ movements to smartphone applications that are aware of location in a store, mobile and location awareness are transforming the ways that consumers shop, purchase and unlock value from the brands and retailers they trust.

Hear from Patrick Moorhead, who leads mobile initiatives for Draftfcb‘s Chicago agency, about the key trends in technology driving this behavior and the strategic implications of location based shopper marketing.

Patrick Moorhead, SVP Group Management Director Mobile Platforms, Draftfcb Chicago As director of mobile platforms at Draftfcb Chicago, Patrick not only leads the mobile intiaitves for the agency but provides leadership for mobile efforts across Draftfcb’s entire North American network. He’s played a pivotal role in the development and launch of the agency’s innovative mobile application, Heat Tracker and led the implementation of the innovative ShopAlerts geo-fencing SMS program on behalf of four Draftfcb clients in partnership with Placecast and AT&T.