Miguel Angel Aguirre, who has a strong understanding of public sentiment due to his job as the managing directorof international PR agency Edelman in Madrid, confirms that the nation's mood was lifted by the exploits of the football team in the summer.
And as Amy Gershkoff, the Global Directorof Analytics at the PR agency Burston-Marsteller, told me, mobile will only successfully monetized when the advertising industry understand that mobile isn't just a smaller screen version of traditional Internet media.