By Mindi Chahal

Speaking at an event at the festival, titled ‘data and creativity: a beautiful tension’, Mathieu outlined the ways that data will inevitably make marketing more human and why brand marketers need to assess what they have been taught about advertising.

Mathieu said: “We all believe in the things that we have learned about the planets of advertising, media and communication, but what if there was a completely different model where data powers an ability to personalise and contextualise everything.”

It will allow brands to deploy a technique that he calls ‘de-averaging marketing’, which means advertising no longer talks to an average consumers Read full story ›

Source: Marketing Week