There has been a lot of talk circulating lately condemning certain evolutions in advertising. Many creatives have begun to claim passionately that modern advertising is a sad shell of the past, having lost its imagination and spark, its ability to dream and its originality.
And to whom do they credit much of the blame? Data.
Data is so powerful that it sometimes creates a fear and hatred of itself among members of the marketing community—aka data disdain. As a lover of both creativity and data, I feel the need to debunk some myths about data becoming a concern among creatives. So, lets dive right in, shall we?
Myth: Data is killing creativity. Fact: Data helps us do creative better.
Some creatives see data as a way to depress ideas, forcing them to think inside the box and operate under tight restrictions. Well, I’ll admit it: We do need to think inside the box—the data box. To put it in creative speak, we need to work with a much tighter and specific brief of information.
We as marketers must always maintain our creative spirit and passion, but thanks to modern-day data, we can now adjust our ideas to fit what data is showing us. By doing so, we are more efficiently and accurately reaching our target consumers in ways that resonate with them.
Read more here: http://www.adweek.com/digital/david-pierpont-ansira-guest-post-data-disdain/