Facebook and Google have changed the ad game in such a big way — Big Data, personalized ads, algorithms — it may be hard for more traditional ad agencies to compete in the future, some may say. But there are limits to Big Data. Sure, if you're a car dealer looking to separate luxury car buyers from used car buyers, data and targeted ads can help, but not everything is so simple. If you're looking to tap into the culture in a meaningful way, like Marlboro did with its Marlboro Man, like Nike did with its "Just Do It" campaign, and Volkswagen did with its "Think Small" ads, data will never be the driving force of your success; that's what your creative team is for. Algorithms can help in some cases, but they'll never trump the art of persuasion.
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