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Jack Morton teams with author to champion small data

Agency partners with author Martin Lindstrom to challenge dominance of big-data thinking

Pictured: Martin Lindstrom

Jack Morton Worldwide has partnered with author Martin Lindstrom to challenge the dominance of big-data thinking.

The partnership also aims to help brands uncover the potential of small data.

Approaches from Lindstrom’s new book Small Data will be used as part of Jack Morton's strategic planning process, with the agency aiming to uncover human insights and develop the most compelling brand experiences for its clients. 

Lindstrom said: "If we want to truly understand what makes people love brands, we need to force ourselves to be present again and see what's really going on around us—big data isn't enough. So I'm starting a Small Datarevolution and I'm delighted that Jack Morton is with me on that journey in helping brands reconnect with people and be the most successful they can be." 

Small Data examines how insights gleaned from tiny clues can uncover huge trends and drive big change for brands. The book references Jack Morton's own small-data-influenced work with Chevrolet.

Craig Millon, executive vice president of consumer marketing at Jack Morton Worldwide, said: "As a brand experience agency, Jack Morton has always been focused on building a close understanding of what makes people tick, in order to ensure our work genuinely resonates with people. 

“When it comes to experiences, achieving that resonance is often grounded in emotion - and that can't be pinpointed through big data alone. So we're very excited to be working closely with Martin Lindstrom as we embrace Small Data in the development of the extraordinary creative work that Jack Morton is renowned for." 

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