THE CHALLENGE

Leverage unique insights and a deep understanding of the target customer to address several challenges:

• 60% of executives don’t trust the data they work with, and 78% struggle to make data-driven decisions
• Businesses rarely value data health until it causes a significant problem in their business
• The marketplace for data solutions is becoming increasingly crowded and confusing to the consumer

THE IDEA

Through extensive customer and competitor research, we developed the Chief Destiny Officer campaign. Our lead character Cosmo, the Chief Destiny Officer, shows the absurdity of using tarot cards and tea leaves to make business decisions in everyday office scenarios. The message is clear: the alternative to caring for your data – leaving it up to destiny – is preposterous. Activations will extend beyond digital to direct mail surprises and in-person appearances.