1. 22nd February 2012POETS AND QUANTS HOW BRAND PEOPLE CAN LEARN TO LOVE BIG DATA To m Mo rt on, chi ef st rat egy offic e r, E uro RSC G N Y @ T O M M O R T O N@ E U R O R S C G N Y

2. ITS AQUANTSWORLD 3. "Like CEOs, you told us that marketand technology factors are thetwo most powerful external forcesaffecting your organization today.The four biggest challengesyou identified werethe explosion of data,social media, the proliferation ofchannels anddevices, shifting consumerdemographics. 4. ITS A QUANTS INDUSTRY 5. Everyone is coming to the same place, trying tofind the sweet spot between tech, creative anddata."The largest brands in the world were gettingincomplete solutions from their myriad vendors.Clients, in my view, are finding it more credible toreach into marketing from technology rather thanthe other way around.Glen Hartman & Brian Whipple, Accenture Interactive 6. The Old Spice campaign was a wildlyexpensive manual execution.When you ask, How do you do thatat scale on an ongoing basis? theroom gets quiet. Glen Hartman, Accenture Interactive 7. Les BinetGareth KaySarita Bhatteuropean directorchief strategy officerMD, digital planningDDB Matrix Goodby SilversteinEuro RSCG NYWilliam Charnock Paul Matheson Marc Blanchardchief strategy officer chief strategy officercreative directorRG/A New YorkBBDO North AmericaEuro RSCG 4DJess Greenwood Suzanne PowersMatt BlascoUS editorglobal strategy officer MD, analyticsContagious MagazineCrispin, Porter + Bogusky Euro RSCG NYRichard Huntington Rory Sutherland Richard Notariannichief strategy officer former presidentexecutive directorSaatchi & Saatchi UK IPA Euro RSCG NY BIG QUAL 8. THERES STILL A PLACE FOR POETS 9. ATTENTION POETS:THERES NO OPT-OUT FROM BIG DATA 10. This is a wholly artificial division that if we dontstop is going to get out of control.It will be a disaster for strategic planning inparticular:allowing some planners to exempt themselves fromthe data they cant be bothered to investigate,and allowing other people to think that they are astrategist though they havent a brand strategy orcreative bone in their body. Richard Huntington, Saatchi & Saatchi 11. ONCE UPON A TIME, POETS ANDQUANTS LIVED IN HARMONY 12. "The account planner is thatmember of the agencys teamwho is the expert at working withinformation and getting it used -not just marketing research but allthe information available to helpsolve the clients advertisingproblems.Stanley Pollitt 13. THE MORE THE INDUSTRYSEPARATES DATA FROMCREATIVE DEVELOPMENT THE LESS OPPORTUNITY THEY HAVE TOINFLUENCE EACH OTHER 14. DATA VISUALIZATION IS THE GATEWAY DRUG 15. THE CREATIVE INDUSTRY ADOPTION CURVE 16. BIG DATA IS TELLING US THE TRUTHABOUT HOW BRANDS GROW(AND ITS WHAT THE POETS BELIEVED ALL ALONG) 17. A MORE LATERAL, HUMAN APPROACH TOBIG DATA IS YIELDING A MORE INSIGHTFULPICTURE OF HOW PEOPLE BEHAVE 18. Atlantic City Foxwoods & Mohegan Sun(Combined Properties)69%68% 19. AT FIRST GLANCE: NO COMMON GROUND? 20. SPOTTING THE SHARED TRAJECTORY THEYRE PURSUING THEIR GENERATIONS DISTINCT VERSION OF THE GOOD LIFETHEYRE ALL DOING WELL AND LOOKING FOR RECOGNITION AND REWARD Rising Young SinglesEstablished Gen XSuper ElitesBooming BoomersActive SeniorsFamilies Drive new carsRely on mobileExpensive toys (sail Like driving luxury autostechnologyPay anything for tech boats, jet and buying antiques Strive to keep thingsthey want ski, kayak, watersimple and stayEat junk food butActive, fit, in-motionski, snowboard,) healthyprefer gourmetActive, fit, playful Power boats, golf and Understand and valueSuper fit, high energyBuy same stuff as Buy stuff they see ingardens the idea of dutysports-peoplecelebrities shows and movies Like to lookDress conservativelyAre the people you see inLike to make unique Like to stand out in a conservative and look and read the fine printmoviesfashion statementscrowdfor style that stood test Cant say no to theirLike to do yoga andof time kidsLove shopping in newLove shopping forweight trainstoresclothesFinancially secure, timeGood at managingEverything they wear isvs. Money their moneyGetting to top of their Money is the symbol ofbest qualitycareers successCrave recognition of theirsuccess 21. BIG DATA STILL NEEDS BIG INTERPRETERS 22. DATA IS A RAW MATERIAL FOR CREATIVITY 23. THE VERY ACT OF LIVINGGENERATESDATA 24. NIKE+: VISUALIZING LONDONS EARLY RUNNERS 25. 120 DATA FIELDSINEVERYTRANSACTION 26. NIKE FUEL: CREATED FROM DATA + CREATING DATA 27. BUDDY: CREATING SOCIAL GOOD THROUGH BIG DATA 28. FROM OPTIMIZING ATTHE END OF THE PROCESSTO INSPIRING AT THESTART OF THEPROCESS 29. DATA JACKINGDATA NARRATINGDATA FUELLING 30. DATA JACKINGDATA NARRATINGDATA FUELLING 31. DATA JACKINGDATA NARRATINGDATA FUELLING 32. A CHANCE TO TAKE PART IN THE TRANSFORMATION ECONOMY 33. Journalists need to treat data as acharacter in one of their news stories.Datas just a source. You need to knockon the door and ask the data if it has astory to tell.Aron Pilhofer, New York Times 34. THANK YOUDATA JACKINGDATA NARRATINGDATA FUELLING