In this guest column, Adshel’s head of marketing, Charlotte Valente (pictured below), weighs in on the murky “data VS creativity” debate and reveals why neither work in isolation but should be a marriage made in adland heaven…
The information revolution has given the advertising industry its own chicken and egg moment. What comes first? The big idea or the big data? Data may fuel the insights, but is it aiding or abetting the creative process?
Is data killing creativity? (You can read Adshel’s recent white paper on the subject here).
While the creative process has traditionally been driven by intuition and personal observation, the rise of digital technology and the masses of data it serves up has challenged the validity of gut feel and creativity.
Adshel recently gathered industry thought-leaders for roundtables in Sydney and Melbourne to dissect the challenges for creativity in the era of big data.
The discussions revealed a data-obsessed industry that has created an environment where the value and role of advertising is being diluted, questioned, challenged and changed.
Our roundtables raised the point that hyper-reliance on data for proof, justification and measurement has seen advertising forced into the sales space, with a focus increasingly on short-termism, driving sales and promotion over long-term brand building.
One thought was that data has made us too focused on ‘can we prove it’? and too little on engagement and creating desire, leaving creative advertising hamstrung and hindering the ability to connect with consumers emotionally.
As Mindshare’s innovation director Jack Smyth explained: “We’ve become obsessed with this idea of the right message for the right person at the right time. We’re chasing that holy trinity and assume if you have all three, your job is done. So data is killing creativity to that extent. It’s making us lazy. People buy into the notion ‘the data tells me this is right so we should do it’.”
But is it simply a case of data being used the wrong way? According to Kelly Slessor, CEO at Shop You, the current approach is fundamentally broken because we’re not using data holistically: “We set up creatives and say, ‘Go prove the hypothesis’ rather than ‘Go use the data to determine how emotionally we can connect with the consumer’.”
Short-term pressures mean the ‘less-risky’ choice – the option based on metrics – becomes the default position at the expense of creativity and the longer-term customer journey.
The core of the problem is not the data per se, but how businesses approach it. We need to connect, communicate and collaborate to drive more and better insights.
Data needs rigorous analysis and interpretation, interrogation and questioning. Data helps inform decisions, but the questions you ask are critical to provide context, reasons and insights, because data can be wrong if simply taken at face value.
Data needs a human touch. Shop You’s Slessor explained: “Diverse thinking is really important, but you need translators. You can’t just place developers with creatives and data scientists because they’ll sit there blankly and stare at each other. You need someone to translate, who is emotionally intelligent, who totally gets what the consumer wants.”
In the end, the data versus creativity conundrum is not a matter of ‘either or’. The answer lies not in choosing a side, but in implementing the cultural shift required to meld data and creativity more effectively, interrogating the data at every turn, questioning measurement metrics and not losing sight of the power of emotional connections and brave ideas.
Isentia has announced a takeover offer from Access Intelligence, which is subject to shareholder approval. Under the offer, Isentia shareholders will receive $0.175 per share in cash; this implies an Enterprise value of $67 million. Access Intelligence is a technology-led company delivering SaaS products that address the fundamental business needs of customers in the PR, […]
CHEP Tech, CHEP’s technology offering, has strengthened its Sydney team with new hires, including ex-Isobar engineering leaders, Tim Chapman and Kirill Frolov, alongside the promotion of Jacinta Karras to Head of Tech Programs and Charlotte Bruton’s role expansion from Head of Mixed Reality to Head of Innovation Strategy. Mark Gretton, chief technology officer of CHEP […]
After it was initially delayed, a Four Corners episode on QAnon, and a link between the conspiracy and PM Scott Morrison, aired last night. The ep – which had 722,000 viewers, as per OzTAM’s metro data – interviewed the family of Australian QAnon followed Tim Stewart. Stewart is a family friend of Morrison, who has publically […]
With the on-time deadline right around the corner, now is the time to submit your entry for B&T’s newest awards program, Best of the Best. On-time entries for Best of the Best will be accepted until 5pm (AEST) on Friday 25 June. And, while you can submit entries after this date for another week, it’s definitely best […]
New data, compiled by Deloitte and released by industry body Commercial Radio Australia, shows a rebound in radio advertising. According to the data, commercial radio advertising revenue for metropolitan stations jumped by 72.6 per cent in the month of May to reach $59.605 million from $34.534 million a year ago. The rise reflects a strong […]
Swedish bank Nordax has created a tool to urge people to buy less online – and to make smoothies instead. How we shop online is constantly evolving, with new ways to pay and get items delivered. Now, with a global pandemic keeping everyone bored at home, online shopping has reached new heights. Nordax Bank, a […]
It might still be June, but the deadline for entries into this year’s B&T awards is fast approaching (they’re due Monday 19 July at 5 PM, in case you were wondering). This year we’re helping you like never before with our new series, ‘How To Win A B&T Award’, where we speak with a host of judges, […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]