Campaign Middle East - Interview with BBDO Global CEO Andrew Robertson

An interview with BBDO Global CEO published in Campaign Middle East.

Robertson says the piece of work he envies most from the past five years isn’t a creatively beautiful film or a viral social campaign but a simple text message from American Airlines that shows how data and creativity can work hand-in-hand.

“I was in LA, and I was due to fly back to New York the next day,” he says. “I got a text from American Airlines that said, ‘You may want to pack an umbrella.’”

We are all used to the ‘cleverness’ of a data management system that can ensure the right message is delivered to the right person at the right time, says Robertson. “The genius of that text message was the first sentence because it made me smile,” he says. It is hard to be angry at a person or corporation that has made you smile.

“I don’t think there is an algorithm in the world that could write ‘You may want to pack an umbrella’.”

Read the interview here: https://campaignme.com/working-man/