The creative agency uses consumer behavior data, purchase data and other data to inform campaigns targeted to key audiences, yet with universal appeal.
BBDO is big on big data. The creative agency uses consumer behavior data, purchase data and other data to inform campaigns targeted to key audiences, yet with universal appeal. Melanie White, ClickZ's special projects editor, chatted with Mark Himmelsbach, BBDO's director of digital strategies, North America, at the agency's New York offices about the data effect.
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Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).
In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.
Singapore, 5-6 March
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