From left to right: Claire Gillis, Kate Cronin, Grace Vernon, Allison Ceraso and Lori Lamkin speak about data and empathy in consumer health at Cannes Lions 2022 (Clara Bui/Endpoints News)

#Can­nes­Lions2022: Mar­ket­ing lead­ers stress im­por­tance of em­pa­thy in da­ta use

CANNES — With the rise of big da­ta, con­sumer health mar­keters are gath­er­ing more in­for­ma­tion about their au­di­ences than ever be­fore. How­ev­er, ex­perts at this year’s Cannes Li­ons fes­ti­val have a warn­ing for cre­atives: Don’t lose that hu­man touch.

“We are all charged with mak­ing our brands more em­pa­thet­ic. But the re­al­i­ty is brands aren’t em­pa­thet­ic, the peo­ple that make them are,” Al­li­son Cera­so, pres­i­dent and chief cre­ative of­fi­cer at Havas Health Plus, said at a pan­el ses­sion. “We can­not lose that hu­man in­ter­ac­tion. So the make­up of our teams is crit­i­cal.”

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