When: 27th September, 14.25 – 14.55
The “Maths Men vs the Mad Men” is a popular way to characterise the shift towards more data-driven marketing. It assumes that ‘data’ and ‘creativity’ are two competing marketing philosophies. But this is false and lazy. The real magic happens where the two collide. MullenLowe Open and Diageo have been working together on data-inspired creative innovation for the past few years. Bringing big ideas and big data together for big brands. We will share our experiences and some of the technical and organisational challenges we faced, with reference to recent projects for Johnnie Walker and Gordon’s. And we will suggest ways that both agencies and clients can find value in the collision of data and creativity.
Simon Goodall, Global CSO – MullenLowe Open
Benni Lickett, Head of Emerging Technologies & Digital Innovation, Europe – Diageo