CEO of The & Partnership
Andrew Bailey is the current CEO of The & Partnership, and the former Chairman of Proximity North America —a digital, direct, eCRM and promotional marketing and activation agency. Part of a global agency network with more than 2,000 employees and 61 offices around the world, Bailey and his team solve complex business problems with a simple strategy: change individual consumer behaviour.
Under his leadership as President and CEO of Proximity Canada from 2005-2011, the agency grew from a team of 28 to 200. The company earned Digital Agency of the Year honors in 2006 and then repeated in 2011, becoming one of the largest and most awarded offices in the Proximity Worldwide network.
Bailey has led and grown regional and worldwide clients like Visa, P&G, HP, Mars, Campbell’s, and BlackBerry. His passion for strategic and creative excellence has produced results recognized by domestic and international shows like Cannes, DMA Echos, Caples and the EFFIE awards. He started his career in traditional advertising at Leo Burnett, but quickly understood where the world was moving and became an early advocate of the digital space. He held executive positions with DraftFCB and Deepend.
Big Data, Big Buzz, Big Distraction
Big data is the latest craze, but how do you really use it? Andrew Bailey focuses on the difference between intelligent data, and raw numbers. A big purpose and the right data are more important than big data. You have to know what you are looking for, why it matters, and how you can marry that information to your goals and strategy. Even if big data is a silver bullet, you still need to know where to aim it. Bailey describes the key features of big data and what it can do, but even more importantly he focuses on its limitations. It's a contrarian but smart point of view on the intoxication everyone has with big data right now.
Lean, Mean, and Disruptive
Now that mobile technology is a primary source of information, communication, and shopping, how does this change the way consumers make decisions? Andrew Bailey speaks on a number of shifts in consumer behavior, and the impact technology has in how we plan our lives and make purchasing decisions. Through the rise of apps as a means of navigating information, disruptions are being made to standard models of business. Applications disrupt classic industry models by leveraging the space between mobile consumers and the information they need to make decisions. What's more, by locating themselves as gatekeepers between the service and the customers, they are changing the consumer preferences that drive success.
What Real Time Marketing Really Means
Real time marketing is changing how brands connect with consumers. Through the proliferation of communication technology, advertisers can now connect with their audience, gather responses, and initiate a live conversation. In this case study, Andrew Bailey takes a look at Tide News desk and this past Super Bowl to describe the implications that "real time" has for brands. He delves into the possibilities for how this space will evolve, and how you can prepare your brand, respond to your customers, and succeed in a world of instant two-way communication.
Managing a New Generation of Knowledge Worker
Companies are still coming to terms with managing Generation Y, the Millennials. Enter Generation Z, a new cohort of talent that will extend and magnify the management challenges associated with Millennials and present entirely new challenges. As Chairmain of Proximity, a company with hundreds of Millennials, Andrew Bailey has first-hand knowledge of the kinds of guiding interests, desires, and life goals that separate Generations Y and Z from their predecessors, and each other. Bailey talks on how to reach, engage, and get the most out of this new breed of knowledge worker.
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