Hasta La Creative!

Once, data was the sole province of media agencies. But now ad agency holding companies are attempting to spread big-data smarts around, allowing PR, creative and of course digital shops to benefit from software that cleans, stores, measures and uses data for audience targeting.

At Omnicom Media Group, there are now hundreds of people focused on data. “The overall ambition is that we’ll become a horizontal marketing technology arm across all of Omnicom,” said Scott Hagedorn, who leads OMG’s digital data and analytics group Annalect as CEO. “I’d give it another two years.”

Annalect, split between an enterprise-software group and a practice with programmatic trading and global search, has invested heavily in talent from Wall Street and companies like KBMG. Omnicom CEO John Wren “wants to make it the Bloomberg of marketing,” Mr. Hagedorn said.

Continue reading at AdAge.com