B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • WPP
  • B&T Women in Media
  • AFL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • Anthony Albanese
  • Meta
  • ARN
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: SXSW: Bridge the gap, bringing together code and creativity
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > SXSW: Bridge the gap, bringing together code and creativity
Media

SXSW: Bridge the gap, bringing together code and creativity

Staff Writers
Published on: 11th March 2014 at 1:21 PM
Staff Writers
Share
3 Min Read
SHARE

The Royals are hanging out at SXSW and blogging for B&T.

Check out what they’ve said below, and read others by clicking here.

SXSW: Bridge the Gap, Bringing Together Code & Creativity

Today Ben Malbon and Aman Govil from Google Marketing revisited and updated their perspectives on Art, Copy and Code. Although this project was launched at last year’s SXSW, the guys provided additional tales about how to use data and human insight to bring creativity and code together. Much of this was about using search as a database of intent as creative fuel in the planning and insight phase of campaign development.

One example they used was inspired by the (legendary) Dove “Real Beauty” campaign. They had decided to pull search data that evidenced changing levels of self esteem over time and place in the US. The process simply aggregated volumes of search terms like “how to be more pretty”, “how to be more popular” and more. They found that this kind of search had increased by five times over the last five years. There was no suggestion that this was a particularly scientific part of a potential planning process, but hunts like this can be indicative of a potential creative opportunity.

One of the other key themes was that there is plenty of opportunity to innovate in art and code with some of less recent technology. Search, YouTube and location data can all be mined effectively without needing to mess with Google Glass or self driving cars. It’s just that sometimes it’s tempting to gaze into the future rather than look at what we can do cleverly today. Sometumes we fetishize the ‘new’ and miss the forrest for the trees.

Finally, Ben barely contained his cynacism for the current marketing trend du jour, ‘real time marketing’. He reminded us all put our ideas through a filter of “people don’t car about your brand or your ads”. This is of course good advice in general, but in real-time activity it’s particularly pertinent as you try and find pride of place in people’s stream. The lads suggested that what people want in this context is emotional reward, immediacy and relevance and snackability.

The discussion wandered away from the promise of understanding code vs. art better, but I think the potential insights from data fuelling creative concepts, was a great reminder. Over the next month, I’ll certainly be exploring a range of techniques to better achieve this.

Dave.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Bec Judd & Jess Roberts Reveal All In New Cosmetic Treatments LiSTNR Podcast
07/07/2025
Pray.Com Resurrects Jesus In AI Surprisingly Viral Marketing Videos
07/07/2025
TV Ratings (06/07/2025): Travel Guides Hits 1.15M As San Fran’s Robots Take the Wheel
07/07/2025
Are Media’s Australian Women’s Weekly Health Summit Returns In 5 Cities
07/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?