Sky Media

Watch: Brands on making targeting work

Margaret Jobling of British Gas, Pernod Ricard's Adam Boita and Tesco's Toby Horry are among brand marketers tackling targeting and addressability in the episode four of this six-part mini-series. It's all about content, context and using data to power creativity, not kill it.

Welcome to Campaign's "The Marketers' New Thinking Guide:

How to thrive in transformational times".

Episode four: Data to Power Creativity, not Kill it

The Marketing New Thinking Awards are run in partnership with Sky Media.