B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • WPP
  • Anthony Albanese
  • NRL
  • EssenceMediaCom
  • Thinkerbell
  • Channel 10
  • News Corp
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Razorfish Cracks Code Of Creativity With New Data Intelligence
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Razorfish Cracks Code Of Creativity With New Data Intelligence
AdvertisingTechnology

Razorfish Cracks Code Of Creativity With New Data Intelligence

Access PR
Published on: 29th June 2016 at 4:14 PM
Access PR
Share
3 Min Read
SHARE

Razorfish has launched a new data intelligence platform, COSMOS, a first-of-its-kind offering that uniquely combines cognitive algorithms, data intelligence and machine learning to create timely, relevant and seamless brand experiences across all touch points.

The platform was debuted during Razorfish’s main stage seminar, titled “Cracking the Code of Creativity,” at the 2016 Cannes Lions International Festival of Creativity on Monday, June 20.

In partnership with Contagious Communications, the agency was given exclusive access to a 15-year archive of Cannes Lions awards submission data, which they analysed using COSMOS to devise a formula for creativity and demystify commonalities in award-winning work.

Powered by patent-pending artificial intelligence algorithms, COSMOS solves the challenge of fragmented audiences, disparate customer data sources and siloed brand experiences.

By mining behavioral data, and in turn predicting the needs, wants, and motivations across the entire customer journey, marketers are able to unlock new streams of revenue and create business impact.

“New business models are changing old paradigms and companies must now adapt to connect with consumers who are more empowered than previous generations, with more touch points than ever before,” said Shannon Denton, chief executive officer, Razorfish.

“With COSMOS, we can now harness intelligence from online and offline data to create a single view of the customer, while at the same time creating experiences that will not only disrupt and drive growth for businesses but also improve the lives of their customers.”

COSMOS is modular, allowing organisations to either deploy the platform at scale or purchase need-based solutions that can be integrated with existing marketing and technology platforms. COSMOS learns, reasons and activates deep customer insights by introducing cognitive optimizations that drive loyalty, customer retention and experiences in a never-before-seen level of personalisation.

“Relevance has always been key in marketing. The opportunities to be highly relevant have increased tremendously with the omniscience of mobile and programmatic media,” said Rishad Tobaccowala, chief strategist, Publicis Groupe.

“By the same token, the difficulty in finding the right moment of interaction has also increased. Our digitally connected economy is forcing brands to fundamentally redefine the way in which they interact with consumers,.

“COSMOS helps solve this problem, unlocking moment marketing opportunities by quickly delivering data and insights that can be activated in real time across channels.”

The COSMOS intellectual property was developed and is led by Razorfish chief intelligence officer Samih Fadli and is fueled by more than 1,500 data consultants and 6,000 delivery resources across 21 countries globally.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Client Partner, einsights
Share

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?