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APAC CEO Caspar Schlickum on using data as a catalyst for creativity

Whether its automation in CRM, the rise of programmatic media, search or social media, technology is increasingly being used to determine when and where to show ads and even what ads are being shown. But APAC CEO Caspar Schlickum argues that all the investment in data and technology is wasted if the message and creative being shown to the user is not relevant, engaging, interesting, inspiring, and/or useful. In his latest piece for the Drum, he says we should be using data for creative inspiration to avoid ending up with flat ads that (at worst) annoy or (at best) are ignored.