It will come as no surprise that the world is going mobile. Desktops have been replaced by smartphones, smartphones by tablets and tablets now bested by the phablet.

Advertisers have noticed, and the effort to get in front of audiences has evolved. Thinknear is leading this evolution, but in a sea of same-y mobile adtech players, it’s difficult to get the recognition that their leadership deserves.

That was the challenge for Mortar. Create a brand positioning that conveys the unique, bold, smart and fun essence that’s at Thinknear’s core.

Led by insights, we delivered attitude and aptitude to latitude and longitude, so Thinknear can go on delivering mobile campaigns that enrich not interrupt.

Thinknear’s shiny new site and brand positioning launched July 1, and like proud parents, we couldn’t be happier to watch them fly–albeit, approaching terminal velocity as they hurtle themselves from a perfectly good plane.