COLOGNE, Germany — In an advertising world that is increasingly enamored with mathematically-advanced methods of targeting messages, it may be easy to overlook the industry’s underlying creative necessity. But the two are not mutually exclusive, says a chief from WPP’s data targeting division.

“I’m definitely starting to see the creative agencies within WPP engage more with Xaxis… the people we can talk to about the possibilities technology affords creativity,” says Xaxis EMEA CEO Caspar Schlickum in this interview conducted at the DMEXCO conference.

“They’re engaging with us very early in the planning process – while the strategy is being developed. That’s the next evolution of this whole industry – it’s a very exciting one because it puts the pieces back together again.”

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.  Beet.TV’s coverage of DMEXCO is sponsored by Videology.