Abstract: Data is no longer just the input that informs and measures a consumer’s brand experience; it is increasingly the product, the content, and even the campaign with its own creative identity.
AI and machine learning is transforming vast reams of raw data into a whole new breed of brand engagements and disrupting the way brands are connecting with their consumers. Data now has a face, voice, a look and a language that speaks to consumers in a precise way. For creators, that means the old rules of creativity no longer apply. What does the creative process look like in this new landscape? As brand guardians, how can we win consumers hearts with these innovations? What are the challenges and pitfalls of operationalizing these initiatives? The discussion will be based on real world successes and challenges.
Bio: Marc has over 13 years of experience in interactive and emerging technology. Prior to his role as Global Director of Cognitive at Havas Marc served as VP, Managing Director at R/GA, where he helped grow a team of Data Scientists, technologists, and creatives who built data driven platforms and campaigns for Nike, LA Dodgers, MD Anderson Cancer Research Center, Samsung and Verizon. Marc has also managed international design and technology teams in New York and Shanghai for Screampoint, working with clients that included Apple, AIG, World Trade Center Development, Hudson Yards Development and Jamba Juice. Marc has been a Judge at the Cannes International Festival of Creativity and has spoken at Fast Company Innovation Festival, Venture Beat AI Conference, NYC Media Lab, General Assembly, NYU, Parsons and Montana State University.