There's always been more than one way to solve a problem, and today most businesses are equipped themselves or through their agencies to approach modern advertising challenges from two fronts: data and creative.
Too often the solution chosen is one or the other. We like to solve problems based on what we know and feel we're best at. Unfortunately, both solutions are likely to fail when challenged to stand on their own. Data won't save bad creative and ideas, and great creative and ideas can't save a poor use of data in a world where standing out amidst a deluge of content is seemingly impossible.
But when creative and technologically-driven data are combined, truly meaningful brand experiences that aren't only beautiful and emotional but are also experiences designed to maximize success and target the right people become possible.
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