Word: gauntt
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Dates: during 2000-2009
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...Handset technology, network bandwidth and even screen sizes differ among phone manufacturers, countries and carriers, so campaigns must be tailored to individual markets. "It is virtually impossible for a brand or its agency to make a cross-carrier media buy for mobile," says eMarketer senior analyst John du Pre Gauntt. "Brands, agencies and carriers will need to cooperate or risk losing out on one of the world's most prevalent interactive platforms...
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