Do I generate data-precision to use digital to tailor my brand messages for each level of engagement? Do you own data to personalise your relationship to end-users? Do you track people's behavior at every touch? GDPR asks us to be vigilant, respectful and non-instrusive, hence more creative! Data allows contextual sequences and scenarios to send the right message to the right person at the right time. It's the "new normal" that's being expected.