Great to see Havas actively linking data to creative!

Well done Havas!
The idea of linking data to creative is an excellent one – and long over-due. I have heard many digital gurus and creative geniuses complaining that data is boring. And that the answer is really a facebook page or a TV commercial.
In my experience, the more we know about the customer, the more creative we can be, regardless of the medium. And data does this. It helps us pinpoint a moment in which we know the customer is most likely to be thinking “X”.
This doesn’t remove the need for a big idea that unifies moments. It just helps the creative teams bring more of them to life more imaginatively.