In a technology-saturated world where Vine and Myspace have all but bitten the dust and some 1,000 new apps join the Apple store every day, why in the world should anyone care about Snapchat? Rob Norman, Chief Digital Officer of GroupM Worldwide believes those in the advertising business should care, but cautiously. In my recent exclusive interview with Rob, he suggested that if there's one company that can break through the Google/Facebook duopolistic situation, it's Snapchat. "I love Snapchat," he effused. "I think it's a genius business. It almost feels like a generational shift from an interface point of view. I watch people who are much younger than I am intuitively getting it much more quickly than I did, which means it's probably very good. But if you're going to, as a brand, decide to participate in Snapchat stories, then you've got to do so in a way that doesn't make it look like your parents dancing at a disco!"