But he’d certainly sympathize with what I stand for – creating, in the digital age, engagement that sells. Brian Fetherstonhaugh (the Chairman and CEO of OgilvyOne) and I introduce DAVE to the agency in one of my "Miles’ Minutes" – my regular agency update that went out to 24,000 staff worldwide every few weeks. So we invented DAVE. I don’t know what David Ogilvy would have thought of DAVE, but it has certainly catapulted us into a new position as the world’s premier Customer Engagement agency. It’s a way of thinking as much as anything – and as it is creative at its core DAVE prompts us to do a number of very clever things: 1. To define a customer ambition, which emerges from but is distinct from a business ambition: data gives us a very precise view of whom we are engaging, and exactly what value we want to unlock. 2. To create personas of these customer segments, to spring them into life. There’s no intimacy without knowing whom you are being intimate with. 3. To map the customer journey: all the relevant moments – touch points (and pain points) – along the persona’s journey through life. It’s a very thorough discovery, and needs to be painstaking. We’ve seen many slipshod ones. No pain, no gain.