OUR WHOLE JOB IS TO CONVINCE ONE PERSON. To click that button. To watch that film. To buy that thing. To do that, we must get the most motivating message in front of them, at the most appropriate time. Good thing that our data analysts know who that person is. That our strategists understand what they want. And that our creatives and technologists know how to get it to them. Make one person do something and we build a bond. Repeat that feat with millions and we build a brand.