LONDON — Thanks to the rise of advertising technology, the “Mad Men” of ad agencies have been joined by the so-called “Maths Men” of tech vendors. But these two camps need not be perceived as coming from different disciplines, says one agency boss.<\/p>\n

Pippa Glucklish<\/a>, UK co-CEO of SMG, tells Beet.TV the “tension between data and creativity” should be de-fused.<\/p>\n

“People should be trying to weave those two things together,” she says in this video interview.\u00a0“We need to let go of the idea that data is all about efficiency.\u00a0Data unlocks<\/em> and informs creativity.”<\/p>\n

Glucklish will be looking for just such marriages when she helps judge Cannes Lions<\/a> awards at the upcoming advertising festival this month.<\/p>\n

SMG owner Publicis\u00a0recently acquired<\/a> the demand-side advertising platform and data management platform operator\u00a0RUN<\/a> to pull some of these functions in-house. Glucklish says agencies and clients are often confused by the number of vendors on the scene: “By buying our own … we\u2019re not dancing to anyone else\u2019s tune.” SMG continues to use other platforms, too, however,<\/p>\n

We interviewed Glucklish in the London offices of SMG as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull<\/a>. \u00a0 Please visit this page for additional segments<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LONDON — Thanks to the rise of advertising technology, the “Mad Men” of ad agencies have been joined by the so-called “Maths Men” of tech vendors. But these two camps need not be perceived as coming from different disciplines, says one agency boss. Pippa Glucklish, UK co-CEO of SMG, tells Beet.TV the “tension between data […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5078],"tags":[3374,3510,5268,4421,5118,5936,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/33805"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=33805"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/33805\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=33805"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=33805"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=33805"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}