A Wink in the Dark: Wunderman’s Daniel Morel Sheds Light on Data at Syracuse
NEW YORK -- February 14, 2014
“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.
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
“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
Twitter user @kacieflynn concurred, writing: “This is exactly why I want to do
ad research and planning.”
Advertising Ageranks 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.
Sarah Chua, +1-212-941-3127
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