VIEQUES, PR – Even hot new agencies with big name, global clients can’t avoid the complexities and limitations of data-driven marketing. Just ask Andres Claudio, who runs Omnicom’s Hearts & Science marketing agency.
“It’s not that easy,” Claudio says in this interview with Beet.TV. “Not all the data that is needed is available in all markets.”
Claudio was among the several dozen advertising and media executives who convened here for the annual Beet.TV Executive Retreat. Noting that Hearts & Science is “not a media agency anymore,” he describes the company’s mission as it staffs up around the world to service clients like Procter & Gamble and AT&T.
“Work on data to identify resources that can give us enough information about consumer behavior. Therefore, we could deliver better resources to our clients,” Claudio says.
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.
“We’re growing. We’re already over 800 employees around the globe,” with offices in such far-flung locations as Dubai, London, Japan and China. “Our clients are telling us they want to deliver better messages to better audiences in a way that they can measure the resource.”
But simply being big and thus far successful doesn’t overcome all challenges, particularly with regard to data availability. “In Puerto Rico, we don’t have all the resources that we have in the States,” says Claudio. “In Mexico we have other challenges as well.”
He chooses to look on the positive side.
“That’s a good challenge for anyone in the market because it’s no longer a media buy or digital buy. It’s how you deliver the right message in the right platform at the right time to the right target,” Claudio says.