"Any creative is obsessed with data," said Mr. Hegarty, because
it gives them insights. He cautioned it should be used "to guide
us, not to be our masters."
"Human beings are not a collection of algorithms," he said.
BBH's "Keep Walking" campaign for Johnnie
Walker, for example, grew out of data finding that its drinkers
were successful but still striving.
Mr. Porter professed his love for big data and analytics, but
made the point that creative idea is paramount. "In any new medium,
the great story is the killer app," he said. Calling
"unexpectedness" an art, he demonstrated by showing CP&B's "Lamp" commercial for