How agencies evolving to catch data opportunity? Razorfish’s Stein said he’s seeing teams divided into the quant jocks managing what’s happening on the ad exchange side,and another group, much more brand oriented, thats wants to partner with creative teams and focus on up-funnel activities.
The quant specialists are coming from the search world or have math backgrounds, while those on the brand side bring expertise in video or other media categories. Shaina Boone, VP, Marketing Science, Critical Mass, added that there’s more collaboration now between the data and creative sides, with agencies shifting to “data-led” creative efforts. So data becomes more of a starting point for shaping campaign creative.