NEW YORK \u2013 Media agencies don\u2019t have a lock on consumer data that informs their clients\u2019 ad campaigns. And that\u2019s a good thing to Shenan Reed, President & Chief Client Officer at Publicis Groupe<\/a>.<\/p>\n \u201cIt is fascinating to me that the creative agencies really want to have access to the data, and as media agencies we want to give them access to the data. It\u2019s only going to cause the creative to be better,\u201d says Reed.<\/p>\n In this interview with Beet.TV at the 4A\u2019s Data Summit<\/a>, Reed discusses the excitement of using data to send clients down creative paths they might not otherwise entertain, and how a cleaner digital ecosystem will impact both ad inventory (lower) and CMP\u2019s (higher).<\/p>\n While acknowledging that creatives \u201calways have that beautiful instinct inside of them,\u201d Reed says that good data brings a lot of possibilities to the table. \u201cI can show you, dear client, why it\u2019s the right strategy, not just because it feels right to me, but have the data to back it up and we can support them,\u201d she says.<\/p>\n Along the way, things can get \u201creally exciting\u201d when an agency can craft a data story for a client \u201cthat may send them down an entirely different path that they weren\u2019t already headed on, which could create something entirely new and interesting.\u201d<\/p>\n