Francisca is on the WPP Fellowship, a three-year global leadership program where Fellows work across multiple marketing disciplines, in different WPP agencies across the world. As part of this, Francisca spent a year as a Brand Strategist at Superunion London, before moving to Wavemaker Singapore, a media agency where she is currently a Regional Client Manager. She has worked on brands including Coca-Cola, O2, Generali, Investors in People, l’Oreal and Jetstar Airways. Prior to joining the WPP Fellowship, Francisca worked as a Digital Strategist at MVF – a London-based customer acquisition firm.
Francisca was the 2015 winner of the Marketors’ Trust Scholarship to study a Master’s in Marketing Strategy & Innovation at Cass Business School. Prior to this, she graduated from Cambridge with a degree in Modern Languages.
This article tells the story of a horse, a chicken and a gorilla. Together, these protagonists draw on the worlds of Science, Marketing, and Economics to interrogate “data-driven” decision-making. In doing so, they shed light on the challenges that we face in an increasingly data-led world: whether it’s solving the wrong problems, measuring the wrong things, or confirming what we already “know”, there is a crucial human capability that we must harness to prevent data-driven myopia taking hold.
It is only by drawing on the powerful combination of facts and instinct – logic and magic – that we can avoid common traps and unlock new opportunities for ourselves, agencies, brands and beyond.