S4M emerged during the explosion of mobile as a real media and a business tool that advertisers are looking to address. We are currently witnessing a dynamic similar to an arms race between the large web players as they are trying to monetise their audiences on mobile – while mobile is still poorly mastered by advertisers and agencies. S4M, which has always relied on the mobile as an effective and efficient media, has developed a specific technology dedicated to mobile technologies. Our challenge was to develop S4M’s reputation into a context where, by its nature, is complicated to ask their customers to testify. Our approach was to propose Christophe Collet, the founder of S4M, to comment on market trends. His expertise, vision and thought leadership quickly made him become a relevant commentator and raise company awareness in this noisy, crowded business sector.