The launch of a new book, Competing on Analytics: The New Science of Winning, when combined with Chuck McBride’s (one of the more intuitive Creative Directors around) astounding win of the Jeep creative account, says that it’s all about Art AND Science these days.

Competing With Multichannel Marketing Analytics
By Thomas H. Davenport and Jeanne G. Harris

It’s a Fact: The Time to Leverage Analytics as a Competitive Advantage and a Route to Profitability Is Now

“Wanamaker’s famous quip about half of all advertising being wasted has become outdated, as marketing is rapidly becoming a highly analytical discipline. In the words of the chief marketing officer of a top retailer, ‘Today marketing is 70% math, 30% creative.’

That’s our conclusion after more than two years of research on firms that are turning analytics into a competitive weapon, research distilled in our new book, “Competing on Analytics: The New Science of Winning,” from Harvard Business School Press. Analytics — the extensive use of data, statistical and quantitative analysis, explanatory and predictive modeling, and fact-based decision making — are taking center stage and quietly transforming marketing from an art to a science.”

Chrysler Taps Cutwater for Jeep Work

Undisclosed Assignment Major Win for Chuck McBride’s New Shop

By Brooke Capps

NEW YORK (AdAge.com) — Chrysler Group has tapped Omnicom Group’s Cutwater to handle brand advertising for Jeep, according to a spokesman for DaimlerChrysler.

In February, Jeep’s parent company invited a limited number of Omnicom shops to pitch for the project. Omnicom’s BBDO, Detroit, is currently the agency of record on the account and was one of the two agencies named in the pitch. The shop, which remains the agency of record, retains account management and dealer work.

First win for McBride

The assignment marks the first official win since Chuck McBride and Brad Harrington opened Cutwater’s doors last month. Mr. McBride had been the executive creative director-North America for TBWA/Chiat/Day, San Francisco. With Omnicom’s backing, Mr. McBride and Mr. Harrington, Cutwater’s president, effectively opened up a conflict shop consisting of TBWA San Francisco employees and clients to help keep major clients within the Omnicom family.

Technorati Tags: Advertising Agencies, Creative, Marketing News

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This entry was posted on Sunday, April 15th, 2007 at 8:03 am and is filed under New Marketing, Steve's Rants. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.