By Madison Coleman One question kept surfacing throughout my time at Cannes: Who actually takes the lead in a campaign? The creative team or the data team? Not just “which comes first,” but who gets to shape the direction before others join the conversation? The first thing that came to mind was the classic question: Is it the chicken or the egg? Does data inspire the idea, or does the idea set the stage for data strategy? When working on projects, I naturally gravitate toward the research....

By Madison Coleman During our field visit to Luxurynsight , I walked away with a completely new understanding of how luxury brands are...