Sir John Hegarty: 'Data has been affecting stories since the beginning of time'

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BBH co-founder discusses the impact of data on storytelling

NEW YORK — Speaking exclusively to Campaign US at Advertising Week, Sir John Hegarty, co-founder of Bartle Bogle Hegarty, discussed how stories such as "The Navity" have been impacted by data.

But he said there is a risk in becoming a "slave to data." Speaking after his panel on big data versus big creativity, Heagarty said: "If we all ask the same people the same questions, in the same way we will get the same answers."

BBH refers to this trap as "wind tunnel marketing." "Everything looks the same, but the point of a brand is to look different," he said.

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