Max Taylor, EE managing director of marketing, was talking to Campaign as the brand unveiled one of its biggest multimillion-pound campaigns since its launch in 2015.
"We go further", created by Saatchi & Saatchi London, shows Kevin Bacon and Ed the engineer travelling around the country to help EE customers get a 4G connection wherever they are.
"It’s the sign of things to come," Taylor said. "We’re going to get even more targeted with our marketing to increase the contextual relevance of our messaging to customers."
Taylor said EE holds data at "a city level and country level" and "we’ve supplied all our stores and frontline staff", enabling the brand to tailor its marketing to consumers with locally relevant messages across multiple platforms and media.
The campaign has 21,000 message combinations. "We’re flipping those messages into different formats depending on the audience type," Taylor explained.
EE’s 166 stores across the UK have been given the assets to use localised photography and messaging according to 29 regions.