agencies

Creating a Data-Driven Culture

Creating a Data-Driven Culture

Perhaps the most significant culture shift for businesses today is adopting a data-driven approach. Organisations looking to leverage ‘big data’ may recognise the need to think differently about the role data plays in their business, but are they acting differently based on what it’s telling them?

Do startups, unencumbered by legacy platforms and processes, have an advantage over big brands in the race to a build an effective data-driven culture? Or are they overly-reliant on founders gut instincts? How can agencies help big brands break down the silos that often prevent true collaboration and insight sharing across complex organisations?

What can agencies, big brands and startups learn from each other’s approach to building effective data cultures?

What's Next for Agencies: Partnerships, People & Proprietary Technology

What's Next for Agencies: Partnerships, People & Proprietary Technology

This post was originally shared on 17 March 2016 on the Direct Marketing Association (DMA) Blog as part of their “Brand Building Value Chain” event. Along with the other speakers, we debated the question “As brands befriend media platforms directly, what role will creative and media agencies play in the near future?” As outgoing Chair of the Agencies Council, my talk (and this post) focused on how agencies can remain relevant and deliver value as the established value chain disintegrates around them. Here’s what I covered.

Pipa Unsworth | VerveIQ Founder & MD