Initiative’s Kris Magel Seeks to be Inspired at Cannes

June 3, 2016 | Share this article

As he walks the halls of the Palais des Festivals convention center at Cannes, Kris Magel hopes “to be inspired” by examples of how data are informing the best advertising work in the world.

As opposed to simply meeting with other executives who also have traveled to France for the annual creative pilgrimage, “I’m going to be taking time to see what’s being judged, to see what’s been entered into the awards and to understand how marketers are becoming more informed by the data that’s available to them,” Magel, who is president of U.S. operations for Initiative, the media strategy and investment unit of Interpublic Group, says in an interview with Beet.TV.

He wants to see how data has helped to inform strategies and creative approaches, along with real-time learning during campaigns about how audiences are responding. To Magel, “there’s no doubt that it has to be a marriage of art and science.”

Unlike being in the “box of media planning and buying” that began with traditional media, today’s agencies can be the primary marriage counselors at the table.

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