Data science, adland and the history of schisms

History has a tendency to repeat itself, and, just like the change media agencies underwent in the 1990s, we’re heading for another industry split, argues Dominic Mills. Historians will know that a schism is defined as a formal breach of union within a religious body, for example the 11th century division of the Church into the Catholic arm (in the west) and the Orthodox arm (in the east, including Russia), or the subsequent split into Catholicism and Protestantism driven by Martin Luther King. These days, the term can also be applied within a secular context, such as the formation of the Social Democrats when the ‘Gang of Four’ split from the Labour Party in 1981. Or Zayn Malik and One Direction. Adland too has its history of schisms, the most…

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