One Tough Question at DMA2013: Is Data Killing Creativity?

Share this article:

As marketers' use of data intensifies, some fear that creativity will suffer. Is that the case or is data a boon to the creative impulse?

Experts from Wilde Agency, OgilvyOne New York, zednext, and Adobe came together at DMA2013 in Chicago to weigh in on whether data and creativity are like peanut butter and jelly—or oil and water:

  • Nancy Wilde, Chief creative officer, Wilde Agency: "With access to data we can make communications and messaging that's more relevant, more timely, and more effective."
  • Zain Raj, founder & CEO, zednext: "Data is just a thing, it's an enabler...if data is created in a way and structured so we can get to understanding what is in there...and get some insights out of it, then that can build brilliant, big ideas."
  • Alfonso Marian, chief creative officer, OgilvyOne New York: "With what's going on now in the digital space and all the information we get from everyone, I think it's key that [creativity and data] become good friends."
  • Jeff Allen, director of product marketing for analytics, Adobe: "If the point of your creative is to convert an audience, then data will be helpful to you. If the point of your creative is to confuse people and it's modern art, then yeah, data will hurt your creativity."
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.

Word to the Wise: 100% Viewability

Word to the Wise: 100% Viewability

100% viewability is quite the myth.

12 Big Data Facts for Marketers in 2014

12 Big Data Facts for Marketers in 2014

The idea of Big Data is nothing new, but its potential to solve today's problems and spark innovation is unprecedented.