Creative Director from Wunderman NY explains the beautiful things that happen when you use data a jumping off point for building consumer conversations.

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thebirthplaceof
directmarketing

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4. RELATIONSHIP

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SHEFORGETSWHATYOU’D
DONETOGETHER,THE
MOMENTSYOU’VESHARED

6. SHEFORGETSWHAT’S
THATYOU’REAnavidCODER
IMPORTANTTOYOU.

7. EverytimeyouSEEHER
IT’slikenothinghappened

8. SHE’LLKEEPREMINDING
YOUOFTHESAMETHINGS

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10. IFTHATFRIEND
WASABRAND,
YOU’DWANTNOTHING
TODOWITHTHEM.

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73%
FINDMARKETINGANDADSIRRELEVANT

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79%
WANTPERSONALIZEDEXPERIENCESFROMBRANDS

13. FUNCTIONAL
toMEANINGFUL

14. meetJEREMY

15. •genx
•Male
•White
•MaRRIED
•workinNYC
JEREMYAS
WESEEHIM

16. LISTEN.
ASKQUESTIONS.
DISCUSS.

17. • 39 YEARS OLD
• super-commuter: 90 minutes each way
• Previously lived in DC, Miami, London, Amsterdam
• FATHER OF TWO DAUGHTERS, Lily and Lola
• OPTimist, annoyingly so
• obsessed with eating healthy
• favorite shows: man vs. food
• Medium-distance runner
• hoarder of t-shirts
• watches more than 12 hours of content per week
• owns a jeep, never goes off-roads
• FAVORITE BRANDS: APPLE, Cole Haan, Jack Spade, TRADER JOE’S
• favorite bands: BECK, BLEACHERS, BEASTIE BOYS
• Addicted to self-help and diet books
JEREMYAS
APERSON

18. dATA
Functional
Look-a-like models
Inform campaigns
Build a persona
Improve targeting reco
One size fits all
Meaningful
pattern recognition
Interact and grow together
Provoke emotional exchanges
Become integral to my life
What I need
HUMANITY

19. BUILDIDEASFORAPERSON

20. BUILDIDEASFORAPERSON
FRIEND
LOVER
GIRLFRIEND
MOTHER
BFF
BOYFRIEND

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22. BUILDIDEASTHATWILLGO
BEYONDBENEFITS.SHOW
WHATYOUCAREABOUTAND
WILLTOFIGHTFOR.

23. BUILDIDEASTHATWILLGO
BEYONDPRODUCTISSUESAND
INTOSOCIALISSUES.

24. BUILDIDEASTHATWILLGO
BEYONDSELLINGANDONTO
IMPROVINGMYLIFE.

25. USEDATA
tobEMOREHUMAN.
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26. USEDATA
tobEMOREHUMAN.
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