eTAG's pick up the pieces is an advertising campaign targeted for businesses and individuals to bridge the GAP between off and online media for 'mobile' consumers.Mobile advertising has become the most important trend in the industry, thanks to the exponential growth of internet-enabled mobile phones which are key to the industry’s future.This statement, from one of today’s greatest advertising minds, reinforces the need for those in the offline advertising markets to consider their future business models and evaluate how best to engage with the change in the populations use of mobile technology.