In 2018 one of my cases for Samsung (former client) was shortlisted for the award Young Lions Brazil as the only data project to face planning cases. At that time there were no categories for data projects which made me enrol my case in the planning category. This deck summarizes what I presented for the juries who were: João Gabriel - Vice President of Strategic Planning at AlmapBBDO Tiago Lara - Vice President of Data Strategy at Leo Burnett Filipe Leonardos - Director of Planning at Young & Rubicam You are going to see the deck as well as what was said for the jury during the presentation.

1. HI,
I AM A DATA STRATEGIST!

2. HI,
I AM A DATA STRATEGIST!
WHAT IS THIS DECK ABOUT?
In 2018 one of my cases for Samsung (former client) was shortlisted for
the award Young Lions Brazil as the only data project to face planning
cases. At that time there were no categories for data projects which
made me enroll my case in the planning category.
This deck summarizes what I presented for the juries who were:
• João Gabriel - Vice President of Strategic Planning at AlmapBBDO
• Tiago Lara - Vice President of Data Strategy at Leo Burnett
• Filipe Leonardos - Director of Planning at Young & Rubicam
You are going to see in the following slides the deck as well as what
was said for the jury during the presentation.

3. HI,
I AM A DATA STRATEGIST!
SPEECH FOR THE JURY:
When someone asks me what I do in my work I like to compare a writer and a journalist.

4. WRITER X JOURNALIST
SPEECH FOR THE JURY:
A writer is able to build a story based on intangible things. A journalist needs to have facts and
data to build a narrative and he is always going after the truth. I think a journalist is my
personality. I am a questioner, I doubt and go after the truth behind the data.

5. THE NUMBERS TELL THE STORY
SPEECH FOR THE JURY:
However, I don’t like using numbers only to support a story. For example, let’s talk about 30.
This number could mean anything to you but for me it says that this is my first and last chance
to become a Young Lion as I am 30 years old. But before becoming it, I need to tell you the
numbers that have taken me to here.

6. 21,910
SPEECH FOR THE JURY:
21,910.
It is the area in square kilometers of the smallest state in Brazil and where I came from.
I am talking about Sergipe.

7. 2013
SPEECH FOR THE JURY:
This number represents the year when I made up my mind to leave everything to move to São
Paulo. I didn’t know where I could get to but I knew that here was my place.

8. 2016
SPEECH FOR THE JURY:
This number represents the year which I consider a new chapter in my career as I decided to
stop being the “guy of the data” that I used to be in previous advertising agencies to be the
Data Strategist of a big agency.

9. 21,910 2013 2016
GETTING OUT OF THE COMFORT ZONE
SPEECH FOR THE JURY:
Although these numbers tell all of this, they have a straight relation with a term which says a lot about them and that is the comfort zone. I needed to get out of it to leave my
parents' house with 3,000 reais in one pocket and courage in the other one. I needed to get out of the comfort zone when arriving in a city where I didn`t know anything and
anybody. I had to get out of the comfort zone when I had the courage to be the first Data Strategist in the planning department of an agency which has got 80 years of history.

10. SPEECH FOR THE JURY:
I needed to get out of the comfort zone to get to this case. By the way, sorry if it seems like the case
you have read is just about getting out of your comfort zone, because it goes well beyond that.
HOW A
DATA STRATEGIST
TOOK ONE
OF THE BIGGEST
ADVERTISING
AGENCIES
IN THE WORLD
OUT OF ITS
CONFORT ZONE

11. SPEECH FOR THE JURY:
It is about how I have been demystifying the black box which is the Bid Data as well as how it has been causing revolutions inside and outside Leo Burnett. Much has been said
about Data and that “thing” called Big Data, but let’s face it as all of this is nothing else than bullshit. I assume that I already had the same speech but it was in the planning
department where I changed it and learned to be the necessary partner at all times when using numbers not to demystify ways, but to create them instead.
BIG DATA IS A BLACK BOX

12. DATA
BIG SMALL
DATA
SPEECH FOR THE JURY:
Big data has to stop being for micro-management.
In the real world, what the market does is nothing more than “small data” as I call it.

13. THE PATH TO HERE WAS NOT
SPEECH FOR THE JURY:
I went to the planning department and wanted to conquer my space to not be fired. I knew that to be relevant and to be able to guide the business of the agency and its clients, I
couldn’t be just the “guy of the data” who comes up at the end of the workflow just to report what has happened in a campaign. I had to be a Data Strategist who found out that
the numbers would build the future and for that reason, I found out that the planning department was my home. I have conquered my space, earned a challenge and I got here
on the shortlist with this case for Samsung.
There were loads of beliefs in the client, in the planning department, in the media department, in the Facebook and, in the market. I had to deal with everyone.

14. BELIEFS IN THE
CLIENT
B (20 - 35) Media Essen2als
SPEECH FOR THE JURY:
The client said that the campaign's target audience would be class B. However, I showed them
that more than 28 million of them which represents 89% of our audience, were from much
lower social classes.

15. PLANNING
DEPARTMENT
SPEECH FOR THE JURY:
A planner uses to bring in the Data Strategist after starting the work to help them to found
strategic points, but in this case, I was the starting point by guiding the planning on targetting
decisions.
BELIEFS IN THE

16. MEDIA
DEPARTMENT
SPEECH FOR THE JURY:
The media team used to pick targeting locations given by Samsung. I said to them to not use
the given locations and showed 130 other ones which would be far more likely to get better
return. Moreover, I showed which locations would have more people with phones over 18
months old as those would be more likely to buy a new phone.
BELIEFS IN THE

17. FACEBOOK
SPEECH FOR THE JURY:
Facebook always wants to sell its advert formats, but I contacted them to enable new features
to study audience behaviour.
BELIEFS IN THE

18. MARKET
SPEECH FOR THE JURY:
Everybody says how difficult it is to measure sales results in the market Samsung acts, as it
depends on retailers which normally don’t open their sales results.
BELIEFS IN THE

19. SPEECH FOR THE JURY:
When I decided to use Facebook for my research, I knew that I wasn`t gathering only data.
THAT’S OK, I CREATED MY OWN
METHOD OF MEASUREMENT.

20. •
.
.
.
•
..
•
SPEECH FOR THE JURY:
I wasn`t gathering only data but valuable behaviour traces instead. Facebook knows that you are using your phone and also know which brand it belongs to. By collecting
data from your GPS, it knows where you live as well as where you are right now. If you own a Motorola phone and like a post about a Samsung phone, the Facebook also
knows that. I could spend all day talking about how much this company knows about us to sell itself as a media platform but I have never seen the data from Facebook
but valuable behavior traces that can help me to do what I did in this case by placing the platform at the center of a job and guiding its future.

21. SPEECH FOR THE JURY:
This could be just a number, but it was the number of behaviour traces about the
Motorola and Samsung phone owners that I analysed. I put together my own TGI Tool
(Target Group Index) with the power of being completely focused on my client's needs
and with a sample that would give reliability even to the most skeptical statistician.

22. SPEECH FOR THE JURY:
I didn’t know the best way to be a planner but I knew how to deliver guidance through data. I
was the one who gave guidance before the campaign, and during it as well as the one who
measured the results.
I DID NOT HAVE A POINT OF REFERENCE IF I WAS GETTING
INTO THE PLANNING DEPARTMENT IN THE RIGHT WAY.

23. SPEECH FOR THE JURY:
After all of this, Big Data continues to be a black box in the market but I
guarantee that here it has been used for every department and along
the whole workflow since the client’s brief gets in the agency.
I FOUND MY OWN WAY.

24. SPEECH FOR THE JURY:
• On top of the results that I showed, this case has become a worldwide benchmark either for Leo Burnett and Samsung.
• It was like this at the release of the Black Panther movie for Disney, when I foresaw how the Brazilian audience would react to the movie and found out markets which would be more
interested in it.
• It was like this when I created an owned methodology for picking influencers for the planning department based on a deep analysis which goes beyond the number of followers and
engagement.
• And that is how I have been working daily in every project I get in.
• In 80 years, perharps this is the most transformative moment for Leo Burnett. I won’t say that I have transformed the processes but I can guarantee that my involvement in this case
caused small revolutions which impact on the most important departments of the agency.
I have helped to show that Data Strategy should play a diferent role in here. I shouldn’t be just the “guy of the data” but a Data Strategist instead.
WE HAVE CREATED A WORLDWIDE BENCHMARK.

25. I AM THE IMPULSE OF
TRANSFORMATION FOR
THE WHOLE AREA.

26. Brejo Alegre
Street
SPEECH FOR THE JURY:
And again, maybe this is just another number for you. However, for me it represents the turning point in my
career and the place where maybe I will become the first Data Strategist to win a Young Lions award in Brazil.

27. Júnior Siri
linkedin.com/in/juniorsiri/
juniorsiri87@gmail.com