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At a time when customers are hyper aware of the power of their own data, the most effective advertising needs to not only safeguard but be fuelled by data and technology. By unlocking the simple truths that can be found at the heart of complex digital ecosystems, this new era of marketing has become the smartest way to reach difficult to reach people with truly engaging and memorable creative campaigns.

Whether it’s reconnecting Big Issue customers and vendors on Linkedin during Lockdown, or retargeting women who have stopped working out by finding abandoned Spotify workout playlists, technology and data give us both better, faster ways to understand and reach our audience, and more creative ways to inspire and excite them.