VIEQUES, PR \u2013 Even hot new agencies with big name, global clients can\u2019t avoid the complexities and limitations of data-driven marketing. Just ask Andres Claudio, who runs Omnicom\u2019s Hearts & Science marketing agency.<\/p>\n

\u201cIt\u2019s not that easy,\u201d Claudio says in this interview with Beet.TV. \u201cNot all the data that is needed is available in all markets.\u201d<\/p>\n

Claudio was among the several dozen advertising and media executives who convened here for the annual Beet.TV Executive Retreat. Noting that Hearts & Science<\/a> is \u201cnot a media agency anymore,\u201d he describes the company\u2019s mission as it staffs up around the world to service clients like Procter & Gamble and AT&T.<\/p>\n

\u201cWork on data to identify resources that can give us enough information about consumer behavior. Therefore, we could deliver better resources to our clients,\u201d Claudio<\/a> says.<\/p>\n

P&G is its biggest client in North America, Canada, the United States and Puerto Rico. Then there is AT&T in the United States and Mexico. In short, the agency grew from zero to about $5 billion in billings in seven months, as ADWEEK reports<\/a>.<\/p>\n

\u201cWe\u2019re growing. We\u2019re already over 800 employees around the globe,\u201d with offices in such far-flung locations as Dubai, London, Japan and China. \u201cOur clients are telling us they want to deliver better messages to better audiences in a way that they can measure the resource.\u201d<\/p>\n

But simply being big and thus far successful doesn\u2019t overcome all challenges, particularly with regard to data availability. \u201cIn Puerto Rico, we don\u2019t have all the resources that we have in the States,\u201d says Claudio. \u201cIn Mexico we have other challenges as well.\u201d<\/p>\n

He chooses to look on the positive side.<\/p>\n

\u201cThat\u2019s a good challenge for anyone in the market because it\u2019s no longer a media buy or digital buy. It\u2019s how you deliver the right message in the right platform at the right time to the right target,\u201d Claudio says.<\/p>\n

This video is part of a series produced at the Beet.TV Executive Retreat<\/a> in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

VIEQUES, PR \u2013 Even hot new agencies with big name, global clients can\u2019t avoid the complexities and limitations of data-driven marketing. Just ask Andres Claudio, who runs Omnicom\u2019s Hearts & Science marketing agency. \u201cIt\u2019s not that easy,\u201d Claudio says in this interview with Beet.TV. \u201cNot all the data that is needed is available in all […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6276],"tags":[5301,5372,4071,4213,5883,5988,6267,6295],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45195"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=45195"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45195\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=45195"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=45195"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=45195"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}