Tom Bernardin of Leo Burnett: Big data and CMR will lead the change in creative direction in 2016

For Tom Bernardin, Chairman and CEO at Leo Burnett a lot has changed in the industry, and the pace has only been accelerating in the past years. He explained that data-driven marketing and customer relationship management (CMR) will be what will lead the change in creative direction in 2016. “While we’re excited on how Big Data helps drive better consumer insight, we believe many have been blinded by the technology itself. In doing so, they’ve missed one of the most powerful opportunities: creativity. The way we think about it is to infuse creativity with Big Data, not the other way around.” He said that this creative reimagination of CRM means that now they will be able to go from people to person. “Big Data isn’t simply a collection of a group, it’s a colossal combination of unique human beings. Its true potential is realized when you put a human face to it, and develop creative solutions to solve human needs. This opens up opportunities for creatives and fresh angles.” The current screen proliferation demands more quality content from marketers, he assured. “Consumers are hungry for fascinating stories, beautifully told.”