Hasta La Creative!

Many observers have called this year’s race for the Best Director Oscar a toss-up between Richard Linklater (“Boyhood”) and Alejandro Gonzalez Inarritu (“Birdman”). But the analytics team at Interpublic’s Mithun in Minneapolis said the prize will be Mr. Inarritu’s, with 99% odds.

The agency has been picking winners in the four biggest Oscars categories — best film, best director, best actor and best actress — mostly for fun over the last 13 years.

But it’s also “a demonstration of something real and relevant in the marketing and advertising world right now,” spokesman Andrew Hokenson said in an email to Ad Age. “Predictive analytics have become a key driver for marketing.That is, the prevalence of machine learning and predictive analytics, and their ability to drive for marketing.”

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