A Wink in the Dark: Wunderman’s Daniel Morel Sheds Light on Data at Syracuse University
NEW YORK--(BUSINESS WIRE)--“Doing business without data is like winking at someone in the dark. You know what you’re doing, but no one else does,” said Daniel Morel, Wunderman chairman and CEO, at the Eric Mower Advertising Forum on Tuesday. “Big data keeps the lights on,” he added.
“Doing business without data is like winking at someone in the dark. You know what you’re doing, but no one else does”
Hosted by Syracuse University’s S.I. Newhouse School of Public Communications, the forum provides students and faculty with practical, workshop-oriented learning experiences. In fact, the university called Morel’s presentation one of the best and most memorable speaker events they have ever had.
Wunderman has long enjoyed a robust partnership with Syracuse University. Many of its students go on to participate in the Z Academy, an apprenticeship that gives bright, young “digital natives” the chance to work in Wunderman teams across the globe. The first U.S. school to join the program, Wunderman has offered around 50 percent of Syracuse University apprentices full-time positions at the end of their stints.
Morel was invited to speak at the Joyce Hergenhan Auditorium, where he broke down the complexities of big data for more than 200 students, faculty and professionals.
“It’s about real-time data, translated into insights that are acted on immediately,” Morel said. He discussed the evolution of advertising through the years, from cavemen to Snapchat (“When you examine the history of the media business, you see that it evolved for the sole purpose of connecting to segmented audiences”), and why big data is the present and future.
“We now have the linguistic and analytical ability to ingest, understand, transform and analyze disparate data sources to understand the whole consumer,” said Morel. “When we engage with the whole consumer in an authentic way, we can create a meaningful, relevant and personal connection. This will help build the bond between the brand and the consumer.
“Big data permits businesses to understand a consumer not through studying the audience’s interests, but more through the audience’s behavior.”
The forum was met with a wave of enthusiastic tweets from attendees:
“Lots of great points and facts from Daniel Morel, CEO of @wunderman. Definitely [piqued] my interest to look more closely at data,” tweeted @memalo01.
Twitter user @kacieflynn concurred, writing: “This is exactly why I want to do ad research and planning.”
Advertising Age ranks Wunderman as the #1 global digital agency network. Founded by Lester Wunderman in 1958, Wunderman has 170 offices in 60 countries offering Brand Experience, Consumer Engagement, Data & Insights and World Health marketing solutions. Best Buy, Citibank, Coca-Cola, Ford, Land Rover, Microsoft, Nokia, Novartis, Telefonica and leading local and regional brands are among them. Wunderman is a member of WPP (NASDAQ:WPPGY) and part of Young & Rubicam Group. For more information: www.wunderman.com.