Adweek is celebrating 31 media, marketing and tech talents whose innovations across the board – from AR to activism, data to diversity – are impacting and shaping the future.
This year’s Young Influentials are very much a reflection of their time: tirelessly innovating across everything from AR and AI to data analytics, diversity in the workforce, Gen Z outreach, branded content and even activism. Many of them are also bound by a desire to give back or effect change. The individuals on Adweek’s 2018 list of Influentials are inspiring not just for their talent but also for their determination to have an impact that can be felt well beyond the bottom line.
Rick Stallings, Chief Data and Analytics Officer at PHD US, describes his day-to-day responsibilities as “change management” and “transformation through education”. In other words, he helps clients understand data well enough to interpret the numbers for themselves – and to ask the right questions when it comes to their own businesses.
Through the Agile ID approach, the 34-year-old aims to take analytics from a source for post-campaign case studies to a “pre-look” tool that can help with everything from brand strategy to new business pitches.
When he first joined OMD as an assistant strategist ten years ago, the iPhone was brand new, digital marketing had “very few rules and low expectations” and agencies had to persuade their clients to build mobile apps. This year, digital will account for more than 50% of total ad spend in the US for the first time.
So, when will the analytics discipline truly advance to its next phase? “I’d love to think that at the end of 2019, we will put a period [instead of a question mark] at the end of that sentence,” Stallings says. “But we’ll never really be satisfied, which is pretty exciting.”