NEW YORK, NY, March 16, 2015 – Publicis Worldwide North America hires Tim Rich as Director of Data Services, joining the expanding digital and technology operations, under the leadership of Chief Digital Officer, Dawn Winchester. In the new role, Rich will elevate the agency’s analytics capability and offering, analyze unstructured big data for new types of insights, and design proprietary client and brand algorithms. Rich will be working on the Cadillac brand and further engage with all client business. Read More ››
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Walking through the connected home portion of CES I was struck at the steps being made to make our home more efficient and responsive to human habitation. Light bulbs that not only connect to a user’s phone but also to centralized home automation hubs. Vents that regulate the air flow understanding when people are in the room and shuting off to save heat when people are not. There were also whole home automation systems built by the biggest names in home remodeling and DIY construction.
While the growth in this sector has been incredible and no doubt these automated and web connected devices will help us live with more resource efficiency, to this data scientist we are still missing a key component: a centralized communication protocol between platforms and new technologies, as well as guidelines for hardware. Read More ››
Publicis New York’s Director of Data Science Tim Rich discusses the interplay of data science and creativity in advertising.
Does data replace creativity?
In a creative agency setting there is a little bit of tension inherent in this, but the question for me is: how can we use data to spur creativity? I don’t think either of these things exist in silos. A lot of times data and data science is put at the back of the funnel, so it becomes a function of analytics. One of the things we really focus on at Publicis is moving data science forward in the funnel, into the creative process. So when we get a brief, and the brief might say something like, “we have this storied car brand and we want to bring it to a younger generation where it’s really going to land, because it’s a phenomenal vehicle,” we go to the data science part of it and we say “okay, how can we use data to help understand what people are thinking about this brand?” Are there certain words that are being used? Are there certain ideas that are being used? And we help surface and inject this creative potential. Read More ››
Much ink is spilled and treasure spent on the annual advertising awards show circuit. Here at Publicis, we wanted to understand how agencies have approached these award shows in the past, so we crunched the data from the Cannes Lions festival from 2000 to 2012 to see what we could find. Read More ››