Which is the correct question: data vs. creativity or data and creativity as winning tactic? Each one of us is taking this aspect into consideration (more or less) for the projects and assignments we are working for. We all know many examples of extremely creative campaigns and advertisments and on the other hand, we know that in the real world no client is prepared to throw money on the window only for creative ideas. Especially the impact of recession seems to change the game even more in favour on data collecting and puts creativity more aside: some brands seem not to take risks anymore and go on a more conservative approach. And what about creativity then?
I invite you to read an interesting article to see how marketers think the two aspects can be reconciled in the new context. The examples and the case studies bring in our attention various points of view on this subject:
http://www.marketingweek.co.uk/strategies-and-tactics/data-vs-creativity/4006159.article
I think the sentence that concludes the article is:
“If you use data to get an insight and that insight leads you to a great creative brief, that’s brilliant. If you’re using data in the way that a lot of clients and companies do, which is talking only about facts, I think that leads to pretty mediocre, undifferentiated briefs.”
Raluca Apetrei
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