Leo Burnett, one of the most iconic advertising agencies in the game, is evolving the way it thinks about creative.
“I've been focused on infusing technology, data and analytics to make creative more relevant, personalized and effective,” said Andrew Swinand, CEO at Leo Burnett.
For Swinand, who spent time on the media side as president at Starcom Mediavest Group, data can develop the creative brief to reflect individual consumer intent and open the pathways for personalized creative.
“When the creative brief is for one 30-second spot, that’s what you get,” he said. “When it’s [based on] six segments and the nuances that create relevance, it’s a different starting point.”
But at Leo Burnett, the extent to which data is incorporated into creativity depends on changing clients’ mindsets and training employees to execute on this new mandate.
AdExchanger caught up with Swinand in Cannes.
AdExchanger: What’s the biggest challenge as the CEO of a creative agency today?
To be successful today, we need to have a base understanding of technology and data, but we still need to deliver our core promise of using creativity to change human behavior.
All of the data and technology in the world is worthless unless someone feels, sees and engages in creative that changes their behavior. A lot of people are overly enamored with data and technology.
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