Is data culture killing creativity? Or maybe the algorithms are the new resource of creative departments? In Wavemaker, the answer is to put the data scientists available to the brand
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Creativity in the data age
Is data culture killing creativity? Or maybe the algorithms are the new resource of creative departments?
There is no industry that has not undergone the change induced by the ever-increasing use of data, and the world of communication and marketing is obviously no exception. From audience profiling to measurement, data usage is affecting agencies and companies in different fields and in different ways. This growing trend apparently clashes with what still remains the strongest lever for brand growth: the creative process. Something that belongs to human nature alone and that in the marketing and communication world is responsible for creating emotional connections between brands and consumers.
Is data culture killing creativity? Is there a way to merge and create a symbiotic relationship between the human factor and data-driven techniques?
The debate is always on. On the one hand, creative departments consider creativity to be an instinctive process capable of creating emotional bonds with consumers and argue that the upper hand of the culture of the data marks the end of the magic of the creative process; on the other hand, data scientists urge a more analytical approach to marketing decisions.
So far, to manage complexity, marketers have kept the two separate realities, creating two non-communicating worlds; creativity is up to work in the upper part of the funnel, while data give more results in the lower part We have distinguished the brand marketers, from the performance marketer; we conventionally assigned mass media to the brand area, and direct marketing to the analysis area.
While the debate continues to generate hundreds of opinions and POV, some wise and visionary company has started working on the collaboration between the two realities in order to unlock the growth of the business.
Brands like Coca-Cola, Adidas and Sky are using machine learning to build social media plans, using trends, events, news and even weather forecasts to find out what consumers want or what they need. Netflix was able, thanks to the use of algorithms, to predict that the House of Cards series would have been a huge success and on the basis of this forecast millions of dollars were invested.
The truth is that creativity not based on data loses its effectiveness and data without creativity is irrelevant. This does not mean that insights and triggers that emerge from the data in the future will be able to replace the fundamental role of creativity in creating connections with consumers, but that the combination of the two will make these connections more relevant, meaningful, engaging and above all authentic. In Wavemaker we put both creative and data scientist at the disposal of our brands to generate great ideas.