Greg James from Havas Media Group: In a world boosted by data, consumers’ vision must be taken into account

For Greg James, Strategy and Development Director of Havas Media North America, a media plan must be carried out jointly, with the support of the entire team: the agency, the client, the content creator and the content distributor. James explains that another element that must be taken into consideration is the role of communication media, which can be much more efficient through data and technology, but its real efficiency should be based upon human insight in the processing of that information.”Context is very important. There is no excuse for delivering a message in a moment or space where it is not truly relevant”, added James.He thinks the greatest risk in an automated, data-driven world is that we lose sight of consumers’ visions.