CANNES - After a few years in which the advertising industry has
talked plenty about targeting, precision and data, many executives
used last week's Cannes Lions to talk about rebalancing the
narrative with a nod back to creativity.
But the two hemispheres of the industry don't have to be
divorced from each other, says one leading agency exec. MediaCom's
US CEO thinks data can now help to power ever-more creative
"Data is the new business fuel, data allows you to design new
creative," Sasha Savic says, in this video interview with Beet.TV.
"Data will change creative to be more precise and to be more
In 2017, we have heard plenty from advertising executives - even
many in the data vendor community - who want to talk more about
creative enablement. Savic is on board with that - but he doesn't
see enough chat from peers.
"There is reluctance from traditional big agencies to embrace
data as the fuel for creativity," Savic claims.
The industry is now entering a next phase in which artificial
intelligence and machine learning are promising to even better
target consumers. For MediaCom, Savic says AI "surprises us every
day with new opportunities that we didn't dream about
And, whilst it will be possible for algorithms to mine consumer
records to form a better understanding of them than perhaps they
even have of themselves, Savic thinks privacy concerns won't be as
big a deal for audiences, if the campaign hits the right note.
He cites an example last year in which Coke wanted to show a
bottle bearing viewers' first name at the end of TV commercials -
something which required both viewer data and viewer permission.
'Eighty percent of people said 'yeah, do it'," Savic adds.
This video is part of Beet.TV's AI Series from Cannes Lions
2017, presented by The Weather Company, an IBM Business. For more
from the series,
please visit this page.
Article written by Robert Andrews on July 9, 2017.