Tina Allan of FCB Puts a Lens on Data and Tech

Plus: Spotify's 'Spreadbeats' and how understanding people is her superpower

Tina Allan, global chief data and intelligence officer at FCB, oversees end-to-end solutions across CRM, branding and media. She has contributed to some of FCB’s most-awarded global campaigns. 

We spent two minutes with Tina to learn more about her background, her creative inspirations and recent work she’s admired.

Tina, tell us…

Where you grew up, and where you live now.

I grew up just outside of Boston and I now live on Long Island, N.Y., near the beach. I’ve lost the Boston accent, but not my love of the Red Sox.

How you first realized you were creative.

At just eight years old, I convinced my parents to change our playroom into an art studio.

A moment from high school or college that changed your life.

I found myself at a crossroads when deciding which college to go to—would I pursue the RISD/Brown 5-year dual-degree program or Syracuse? With RISD/Brown, I would’ve been splitting time between two schools, two campuses, two communities. As cool as that sounded, I wanted to be all-in somewhere. I knew I wanted to get into advertising, and Syracuse felt like the right place for that. It had a strong focus on the creative and business sides of the industry and gave me one solid community to grow in.

Your most important creative inspirations, and some recent stuff you love.

Burger King’s “Whopper Detour” is why I came to FCB. I fell in love with this work—one might even say I was jealous of it. I am always impressed with brands that deliver and innovate year over year. Of course, that falls into the category of our work for Michelob Ultra, but I love Mastercard’s “Priceless” and Dove’s “Real Beauty,” too.

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One of your favorite creative projects you’ve ever worked on.

Voila’s “Trending to Table.” It’s the best example of how to successfully marry adtech and martech. By unlocking an untapped market on social media, the project showcased how creativity powered by data intelligence goes beyond reaching audiences—it leads to measurable sales.

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A recent project you’re proud of.

Spotify’s “Spreadbeats.” The year prior to this campaign, I challenged our global creative council to drive performance and leverage channels that are overlooked. The FCB New York team took the challenge and delivered tenfold. I enjoy setting goals in areas that push healthy competition and put a lens on data, tech and driving performance.

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Someone else’s work that inspired you years ago.

Hungerithm. This work for Snickers from the great David Lubars was truly ahead of its time. It’s also one of the reasons why I went to BBDO. I learned so much from David, and he put “data” in my title and mentored me on the creative craft.

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Someone else’s work you admired lately.

Ikea. I remember being inspired back when I was in my early jury days at Cannes by their Titanium winner, “ThisAbles.” And more recently with Ikea SHT.

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Your main strength as a creative person.

The analytical person in me makes me a good people reader. That can be a real asset when it comes to helping people with different backgrounds come together, and in partnering with clients. Getting to great work these days is heavily dependent on taking diverse perspectives into account and revealing human truths that resonate collectively.

Your biggest weakness.

One of my tendencies is that I often jump ahead to the numbers, before the creative idea is even on the table. It comes from a deep belief that great creative should not only inspire but perform. I’m honestly not very good at being quiet.

A mentor who helped you navigate the industry.

Susan Credle, IPG’s creative advisor and former global CCO at FCB, is someone who continues to inspire me. There are two Susanisms that have molded me. Firstly, lead with generosity. And secondly, be hard on the work but kind to the people.

What you’d be doing if you weren’t in advertising.

Baking is my therapy. I’d love to own a patisserie. A delicious intersection of culinary beauty, an algorithm of ingredients and the craft of personalized packaging. Math, magic and making.