Mobile's new opportunity - Will i-mode have the same effect in the West as it has had in Japan? Adam Woods looks at the chance of it taking over from WAP. Since it took off in Japan six years ago, NTT DoCoMo's i-mode service has been the mobile internet phenomenon that Western network operators have sought to match.

Innovative marketers are finding mobile can offer much more than text-and-win mechanics. With 3 promoting its latest range of 3G handsets, O2 launching i-mode, and T-mobile promoting its Web 'n' Walk service, marketers could be forgiven for thinking that they've missed the boat if they're not using these channels.

Digital has led some of the finest campaigns in marketing history, whether through a viral teaser to warm up a TV ad or an online only push. Emma Rigby takes a look at some of the best.

Brandrepublic - Flytxt and Experian have completed a customer profiling exercise for Pot Noodle using data gleaned from its 'horn' text messaging campaign. Pot Noodle is to use the data it collected on 190,000 consumers to help it plan future direct marketing campaigns. Data specialist Experian used its Mosaic classification system to profile consumers.

Marketing - The "Taste to make time for" campaign will highlight the beer's premium positioning in the UK market.
Scottish Courage is embarking on the biggest ever promotion for its premium lager brand, Kronenbourg 1664. The activity will be backed by a heavyweight television ad campaign.

NMA : Roundtable Discussion with Jonathan Bill, John Carney, Anne Davies, Pamir Gelenbe, Julie Jeancolas, Matt Champion and Steven Trew