Richard Nicoll

Chief Commerce Officer and Managing Director at Liquid Retail

I first came across the concept of programmatic back at Saatchi around a decade ago, when looking at how we could use the principles of targeted communications for a big global automotive client. At that time, we were not just interested in the media play – how we could target our messages to the most relevant consumer – but we were also keen to explore how we could easily customize those messages to reflect known past consumer preferences and build better purchase momentum. Looking back, for me it was the start of the concept of personalization at scale using data, which more than a decade later, the whole industry still seems to be grappling with!