Data should be a huge tool in the ongoing fight against mediocrity?
"Is creativity under threat from marketing’s increasing obsession with data?"
I just don’t get the basis of this argument.
The most successful businesses (and ones I would deem as progressive and creative) of recent years have been those that have built their strategy based upon ‘data for good – divine data’.
Data that has driven actionable insight and fuelled creativity rather than overwhelmed and brought it to the lowest common dominator. Data that has in turn led to greater empathy, personalisation, removal of the unnecessary and ultimately value. Data in digital is optimising user experience and information architecture and fuelling individual enhanced experiences. It shouldn’t be about marketing’s obsession with data, but businesses’ obsession with data.
Data by any other name is insight. Without knowing or seeing each and every agency’s creative brief, I could make a fairly well informed judgment that there is a section on said brief that asks the question ‘what is the key insight?’ in one way or another. This insight then fuels the proposition from which every creative idea – every on-brief idea, that is – is spawned.