FP7 McCann’s Tarek Miknas: ‘Data <3 creativity'

In the early days of advertising, data was a relatively straightforward tool. Agencies would gather hard metrics from clients, coupled with qualitative metrics, typically through focus groups, to analyse and predict consumer behaviour and take some of the risk out of advertising investment. 
Agencies didn’t have the luxury of tracking every click, analysing every interaction, or gathering data about audiences in real time. If we wanted to understand consumers, we had to talk to them, study them and, here’s the kicker, trust the experience and intuition of seasoned practitioners. But now, the game hasn’t just changed, it’s been completely reimagined. From the moment you unlock your phone t