How Large Agencies Are Becoming More Creative With Data
Agencies are developing smaller companies and tools leveraging data, to assist planners, strategists, and brand managers.
Leo Burnett seems to be making serious efforts in changing the way their strategists and planners think. Their latest attempts include publishing a book titled ‘Humankind’ and now they have publicity revealed one tool they have developed, which is based on “behavioral archetypes.” Carol Foley, Burnett’s VP Director of Research Services, explains the initiative:
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