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Smashing together data and creativity

27-Sep-2018
MAdTech & Data-Driven Insights Theatre
The “Maths Men vs the Mad Men” is a popular way to characterise the shift towards more data-driven marketing. It assumes that ‘data’ and ‘creativity’ are two competing marketing philosophies. But this is false and lazy. The real magic happens where the two collide. MullenLowe Open and Diageo have been working together on data-inspired creative innovation for the past few years. Bringing big ideas and big data together for big brands. We will share our experiences and some of the technical and organisational challenges we faced, with reference to recent projects for Johnnie Walker and Gordon’s. And we will suggest ways that both agencies and clients can find value in the collision of data and creativity.  
Speakers
Benni Lickfett, Head of Emerging Technologies & Digital Innovation - Diageo
Simon Goodall, Global Chief Strategy Officer - MullenLowe Open

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  • This show surpassed my expectations for quality and quantity of attendees. A great speaker line up with quality insightful presentations that will not disappoint you.
    NICK BAMBER
    MEDIA DIRECTOR, BETSSON GROUP
  • I wish all panels would be like the one you organized. I saw great engagement level around and I had no doubts people were interested about content we presented.
    LUKASZ ZELEZNY
    Head of Organic Acquisition, uSwitch
  • For a brand representative is always ke to be able to share and compare experiences with colleagues from other industries and to hear first hand accounts from industry leaders around challenges end the evolution of the industry.
    GIOVANNI GRIBAUDO
    Group Head of Digital Marketing, Nomad Foods Europe
  • Bringing together a global brand like Nestlé and some of the world’s most creative entrepreneurs is a fantastic way to drive innovation and encourage collaborative solutions to real problems. The Next Big Thing at Ad:tech was a great way to execute this.
    GERARDO MAZZEO
    Global Innovation Director, Nestlé
  • From organisation to execution, ad:tech in London was amazing!
    EUGEN KNIPPEL
    Head of Growth Marketing, Adverity
  • A solid mix of vision and practical knowledge was on display, in a high quality event that was large enough to be varied but not so large you felt swamped.
    ANDY VALE
    Senior Copywriter, Infinity


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