"“It's such a good question. I have wrestled with that existentially for some time now, because it's so broad. It could mean anything and nothing at the same time.”"
"“I sat with Laurent [Ezekiel, Ogilvy's global CEO] and he's rolled out these three strategic pillars since he arrived, called intelligence, imagination and influence. I think of innovation as a fourth that goes across all of them.”"
"“Data for media planning and targeting and audience buying is always built around this concept of the aggregate, like the highest index of reaching an audience, or the biggest group that I can target and reach efficiently.”"
"“The goal shouldn't just be reducing time or saving money, said Reed, but rather achieving more and 'making the impossible possible.'”"
Innovation is defined as a cross-cutting effort that supports intelligence, imagination, and influence. It includes identifying the insights creatives need and the data required for media planning, targeting, and audience buying. Data is often built around aggregates such as the highest-index audience reach and the most efficient targetable groups. The focus is not only on reducing time or saving money, but on expanding what can be achieved. Innovation also depends on choosing appropriate partners, including media, social, tech, AI, data, and creative technology platforms. The goal is to reach more people and create strong emotional impact.
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