The document summarizes the evolution of the relationship between data, creativity, and strategy in advertising agencies. Originally the three worked closely together (the band), but they became separated (the break-up) as data, creativity, and strategy flourished independently. By 2012, it was recognized that in the modern connected world they needed to work together again (get the band back together). The document provides examples of how integrating data, creativity, and strategy led to more effective campaigns. It concludes by outlining the key elements needed to build the new integrated model, including shared measures and a cohesive structure.

1. The True Story of Quants and Poets
(Getting the Band Back Together)
Bringing Data and Creativity Back Together
in a Modern Communications Agency
Richard Notarianni
Executive Director of Shared, Owned & Earned Strategy
HAVAS Worldwide

2. A long, long time ago there was this band...
Data, Creativity and Strategy worked together

3. That really, really rocked.
The rise of consumer data radically changed the advertising
business

4. Sometimes it got a bit tense.
Data was seen as an “enemy” of “good” creative

5. By the 1980s, the scene was changing
The “British Invasion” of intuition-based account
planners displaced many agency data specialists

6. The new music was a global phenomenon
There was something massively appealing about the
formula.

7. And it broke a new ground.
Intuition-led advertising was driving business

8. THE BREAK-UP.
By the mid-2000’s, agencies complete the “unbundling” of
media, data and creative.

9. Some became successful solo acts
Data, Creativity and Strategy flourished as stand-alone businesses

10. Most evolved their talents
As digital and social went mainstream, Data, Strategy
and Creativity found new dimensions

11. And a lot of new talent joined the scene
New platforms, new ways of working, and new perspectives on
insight, creative and results

12. BUT SOMETHING WAS MISSING.
By 2012 the Agency world was overdue for a change.

13. Strategy:
Relying on
instinct in a
world of
behavioral
data
Creativity:
“knowing it
works half
the time”
Data:
Zeta-Bytes of
data but still
in the “back
office”

14. It was time to get the band back together.
(And maybe get a new bass player)
In a connected world, Data, Strategy and Creativity could no
longer work as solo acts.

15. Data:
Hitwise
Mosaic
Clusters
Creativity:
Celebrating
the Cut
Loose Nation
Strategy:
Redefining
the AC
Target
Consumer

16. DOAC

17. Data:
Searching for
the Most
Interesting
Man in the
World
Creativity:
Sustaining a
legendary idea
Strategy:
Understand
the arc of a
campaign

18. Search “The Most Interesting Man…”

19. MIM

20. Data:
Life Insurance
intenders are
optimists
Creativity:
New York Life
Helps Keep
Your Good
Going
Strategy:
Cracking the
codes of
customer
motivation

21. BETTER
SAME
WORSE
151
82
84
Bought Life Insurance in Last 12 Months
Index vs. Total Adults (adjusted for income)
IN NEXT 12
MONTHS
YOUR FAMILY
WILL BE
FINANCIALLY:
Life Insurance Buyers are Optimists

22. NYL “happiness” video

23. Data:
Generations
redefining
“acting your
age”
Creativity:
Live Young
Strategy:
Break
through in a
commodity
category
60% of adults now say they feel
younger than their age

24. New Evian Ad

25. 1. Common systems and
strategic language
2. Shared measures of success
plus individual accountability
3. A cohesive structure and
operating system
4. Clear internal and external
channels of communications
Comms
Planning
Analytics
& Insights
Social +
Community
Strategy
Strategic
Planning
Account
Management
Creative
UX
Technology Content
Database
Management
Relationship
Mktg
Media
Experience +
Promotions
Specialists
Building the New Model

26. THANKS!
Twitter @ RichNota