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Innovation
 

The Can’s Prediction

Leo Burnett

Issue 36 | September 2015

Background

Today even though both creatives and clients had access to a huge number of creative databases, they still hadn't figured out a useful way to harness their power.

Evaluating creative ideas remained as difficult as it had ever been.

The problem persuaded Serezha Shabrov, Head of Interactive at Leo Burnett Moscow, and Rupert Runewitsch, Head of Social & Mobile at Leo Burnett North America to harness the latest research in complex data sets in order to create a tool to assist creative directors in their jobs and maybe even to replace them.

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