Whether you're a 20-something up-and-coming creative director or a seasoned (grey haired) marketing pro, the energy is definitely electric here. Here are my favorite moments from the third day of Advertising Week Europe.

In advertising, the ability to tell a compelling story that evokes emotions (humour, suspense, fear or compassion), engages audiences, pushes the boundaries of creativity and innovates through the use of technology often distinguishes a successful campaign from a "flop."

Having a sound mobile strategy (and executing against pre-determined KPIs) will make all the difference between a successful mobile ad campaign and wasted ad dollars. Mobile is like a child - you have to nurture it, feed it, take care of it and watch it grow into something meaningful.

According to On Device Research, 70% of mobile users consider mobile ads on smartphones to be a "personal invitation," not an intrusion. Helping to change opinions in favor of mobile adsare the efforts of mobile ad networks like Airpush, which have been praised for highly effective innovations in mobile ad formats and ad targeting capabilities.

2013 is shaping up to be the biggest year for mobile so far, as more consumers than ever shift over to smartphones and tablets: 17.4 million iOS and Android devices were activated on Christmas day alone

Waiting. It's part of our psyche. Wherever and whenever we get the opportunity, in an orderly fashion, we'll get in line and wait.

Brands that adopt mobile first can take advantage of mobile search by building location data into their search results. Google search on mobile already provides results based on the users location for certain key words - such as food, coffee, petrol station - but only if the user has first agreed for Google to use their location.

Think about it - when is the last time you sat still watching a TV show? Chances are, even with your favorite football match or reality series on, you're still fiddling with another screen - be that a smartphone, a tablet, a laptop, or whatever screen the fingertips land on.