• by Tyler Loechner , Staff Writer @mp_tyler, March 25, 2015

How do you get the geeks (the analytics people) and cool kids (the creatives) to talk to one another at the agency level?

That was the question posed to Bret Leece, global chief analytics officer at Initiative, at the Programmatic Insider Summit in Scottsdale, AZ., on Wednesday morning.

“I think part of it is defusing any notion that the media geeks are crapping over the creative,” said Leece. “There has to be some neutral ground. The creative has to trust the analytics; [trust] that they have the clients’ best interests at heart.”

He also said having a measurement plan is essential. The creative team has a brief, Leece said, and aligning metrics to the creative brief “can go a long way."