Hang on. Maybe you haven’t read everything useful about the Omnicom-Publicis merger yet. Because at the end of the day it could have an effect on integrated media buying and could affect creative strategies for brand marketers. Yesterday, the professors at Wharton School Of Business published their take on the deal, and it’s a much more brand centric view than most pieces that have been written so far. “The growth of Big Data and analytics and the subsequent ability to deliver “targeted, customized, on demand, relevant and timely advertising” has become the new reality for advertising agencies, the report states. “This trend offers both a threat to the agencies that ignore it and an opportunity to those that adopt it.” The Wharton take does not see “a costly merger” as the only way to blend creativity and big data.
Also: On the big data front Teradata CMO Lisa Arthur has a good take in Forbes today. She compares big data for brands to a hairball. “It is the complicated jumble of interactions, applications, data and processes that accumulate haphazardly when companies are unprepared to handle information from a wide range of sources,” she says. “More than the “data deluge” or the “sea of data” you’ve all read about, extending those notions, the data hairball would be the shoreline after a tsunami, but prior to reconstruction.”