What The F*** Is GDPR and How Is It Good News?

BBH Labs: A podcast about marketing

GDPR is set to have a gigantic impact on the relationship between brands and consumers, and yet it still seems to provoke more yawns than interest. We ask what it is, why it’s so scary and where the gilt-edged opportunities are for enterprising brands and agencies. IN THIS EPISODE ? Richard Madden, Head of Strategy for CRM and Direct, and strategist Jacob Lovewell discuss: - The General Data Protection Regulation - a blessing and a curse. 1. The right to be informed (opting in to use of your data) 2. The right of access (who owns your data) 3. The right to rectification (requesting inaccurate data be corrected) 4. The right to complete erasure (getting your data deleted) 5. The right to restrict processing (opting into processing and sharing your data) - The hefty new penalties for non-compliance - making an example to encourage the others 6. The right to data portability (being able to move your data) 7. The right to object (preventing abuse of data by government) 8. Rights related to automated decision making and profiling (the right to a human second opinion) - Building renewed trust in corporations, one customer at a time - The rise of the PPI-style ambulance chasers - How ready are brands? - Why the burden of responsibility tends to fall on the marketing department - Alerting the C-suite to the state of your data - Forcing Direct and CRM to do good work - The creative revolution - placing genuine emphasis on the importance of creativity - (Very limited) examples of very good work - Clients taking the blinkers off - A new breed of creatives and strategists - Direct - the Cinderella of advertising - Getting ‘junk mail’ and ‘spam’ out of the dictionary - Creating a new value exchange - a new relationship with consumers - From My Quantified Self to My Monetised Data Self - Reasons to be cheerful - Opportunities for enterprising brands and agencies - Particularly trust-challenged categories like financial services - The death of programmatic advertising as we know it - The advantage for large scale platforms - Redressing the power balance between businesses and consumers