Tricia Clarke-Stone and her team at Narrative take a modern-day approach to studying subcultures on behalf of client brands like Under Armour and DeLeón tequila. The agency, which she co-founded with hip-hop mogul Russell Simmons, helps advertisers find musicians and entertainers with the right fit for their marketing campaigns. The goal is to take full advantage of today’s data-heavy focus without forgetting to listen to what the gut says.
For Ms. Clarke-Stone, no matter how hyped up the concept of Big Data has become, it can’t be ignored.
Looking ahead to her appearance as a speaker at Ad Age’s Data Conference in NYC on October 8, Ad Age asked her about how data affects her day-to-day work, and learned that, to her, the most significant advancement in data has its foundation in tradition.
Source:: AdAge – Digital