Can marketers produce groundbreaking insights without jeopardizing data privacy? at groupm, mahima champions the eTHical use of data to protect consumers.

Innovation can be loud and exciting, but sometimes the greatest innovations happen in the quiet, everyday delivery of best practice and ethical decisions, says Mahima Kaur.

Data privacy is a great example. Just because incredible insights can be found in consumer data doesn’t mean people’s data should be abused, she says. Regulations are now emerging around the world to put more constraints on how data is used, but Mahima isn’t worried for a good reason.

As Head of CDT (APAC) at GroupM Nexus, she knows that companies have two choices: wait for the rules to change or lead by example. One of GroupM’s philosophies is to not simply be the first to test new marketing tools, but also to set the standards for best practice.

“Regulations are important, but we were already being careful with people’s data. That won’t change. We know the implications and risks of innovating too quickly and not thinking about the ethics, particularly when it comes to data privacy,” Mahima says.

Play is a critical part of innovation. But play must always consider the human at the other end of the tube. Advertising requires a sense of play, Mahima explains, especially when trying to stay fresh; and GroupM has developed a culture that balances innovation with careful consideration of privacy.

Mahima says her greatest passion is to play with new ideas since the heart of advertising is about connecting a brand with real humans, not data points. Experimentation and innovation are both important, but never at the expense of ethics, Mahima says.

“GroupM is a people organization first. It hasn’t forgotten that advertising is both a science and an art. The best thing about working at GroupM is that I always have the support of my leadership to be the first and reinvent things – but also to do what’s right. They keep us all honest.”