David Boyle argues for a negotiated settlement in the war between data and creative, and he shows how long-term and mutually beneficial peace can work.
David Boyle leads the work of the Insight team at BBC Worldwide, the commercial and global wing of the BBC. His task is to help to transform the relationship that BBC Worldwide has with its audience, by building premium, industry-leading insight capabilities that are understood, valued, and used by the organisation. This includes insight into consumers, BBC brands, and the market; or insight into what connects with audiences emotionally and inspires them. This understanding will help teams to grow by identifying opportunities that will resonate with audiences and drive returns through understanding what consumers want in-market. David has spent the last seven years constructing global insight capabilities for the publishing and music industries, that were widely acknowledged as having helped them make quicker, smarter, and bolder decisions for their brands. He joined BBC from his most recent role as SVP consumer insight at HarperCollins Publishers, where his work allowed the company to better understand consumer behaviour and attitudes towards books, authors, book discovery, and purchase. Prior to that David was at EMI Music, where he delivered insight to all parts of the business in more than 25 countries. He helped to shift the organisation’s decision-making at all levels, from artist signing, to product development and brand development plans for EMI’s biggest artists including The Beatles and Pink Floyd.