May 2, 2019 - 11:15 AM: While data has always been a part of creative agency process, the rapidly evolving landscape around data and brand building demands new capabilities. We’ll share our journey so far, how we’re building for the long term while delivering immediate impacts and what it means for our process, our people and our client brands. Presenter Josh Ehart, EVP, Chief Data Officer, EnergyBBDO

1. It’saMarathonandaSprint:BuildingCreative
AgencyDataCapabilities

2. 2
ABOUTME

3. ENERGYBBDO:AGLOBALCREATIVEBOUTIQUE
289OFFICES
80COUNTRIES

5. DATADNAINMARKETINGSCIENCE
- ProblemDefinition
- MarketStructureAudits
- BrandFitnessStudies
- CustomSegmentation

6. 6
BASELINEDIGITAL–CREATIVEDIAGNOSTICS

7. 7
DIGITALEVOLUTION–POWERPARTNERSHIPS

8. 8
ACHANGINGLANDSCAPE
Fractured Media Fractured Shopping
+ +
Changed Consumer

9. 9
FROMMASS
Enabling a new way to go to market
FROMTOP-DOWN

10. 10
TOMASSPRECISION
Enabling a new way to go to market
FROMTOP-DOWN
TOBOTTOM-UP
MASS
PRECISION
BEHAVIORAL
CONTEXT
HIGHLY
ADDRESSABLE

11. 11
OMNI:PEOPLE-
BASEDPRECISION
MARKETING

12. 12
CONNECTINGPEOPLE-BASEDAUDIENCESWITHMEDIA
Who
Identity Graph
Right
Place
Right
Time
Right
Person
Right
Message
AGILE
ID
Cross-Channel
Context Relevant
Brand Safe
Where
Inventory Graph

13. 13
KEYOMNICOMPONENTS
Agile ID
DATA—INFORMED
AUDIENCE DESIGN
INSIGHT
CREATE & EXPLORE
AUDIENCES
CONTENT CREATION,
AUTOMATION & OPTIMIZATION
ACTIVATION
PERSONALIZED
EXPERIENCES AT SCALE
MEDIA PLANNING &
CREATIVE INSPIRATION
PLANNING
PLAN OPTIMAL REACH
ACROSS MEDIA
CONSUMER RELATIONSHIP
MANAGEMENT
OPTIMIZATION
OPTIMIZE THE CONSUMER
EXPERIENCE

14. 14
NOW…
+

15. 15
IMPACTACROSSTHESYSTEM
BRIEF WORK PEOPLE CLIENTS

16. 16
THEBRIEF:AUDIENCESDESIGNEDFORGROWTH
Audience
F o cus
Audience 1
Audience 2
Audience
3
Audience
4
Audience
5
Audience 6
Audience 7
Category
Audience

17. 17
DatainAction

18. 18
DatainAction

19. 19
THEWORK
SOMETHING
WORTH
SAYING

20. 20
THEWORK
INGREDIENTS
VS
MEALS
SOMETHING
WORTH
SAYING

21. Data
21
PEOPLE
STRATEGY
ACCT
MGMT
MARKETING
SCIENCE
• Audience Design Collaboration
• Expanding Media Skills
• Deeper partnerships with Media
• Data Science training
Future State Data Science
Team

22. 22
CLIENTIMPLICATIONS
INVEST TO
GROW
COMMIT TO
LEARNING
REDESIGN
YOUR APPROACH
BUILD FOR
ROLE CLARITY

23. WHATWE’VELEARNEDSOFAR
1. The Data Isn’t Perfect
2. Creative Thinking Required to Unlock Growth
3. Focus On Immediate Benefits but be Constantly Learning
4. Hands On Keyboards Are Required
5. It’s Evolving Every Day
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24. THANKYOU
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