Ramsey Naja is chief creative officer at JWT MENA
“Data. Far beyond its digital origins, this word has come to define what we do today in our industry. Whether it is a matter for financial officers to wring their hands about and call for more of its capture, then instigate procedures and surveillance systems that make Big Brother look like a hippy, or for planners to collect enough of it to make pretty Excel diagrams, data simply rules the advertising world.
Indeed, it doesn’t stop at advertising, even though it affects it possibly more than any other industry. The big baseball clubs in America now make most of
their player acquisitions based on highly complex systems that analyse per
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