Creative departments lag in accepting the contribution of data in creativity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 24, 2019, 2:16 AM UTC

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The mounting pressure for better returns from marketing and media investments is bringing agency data and technological capabilities to the centre stage. Agencies are building audience activation platforms to deliver growth, efficiency and scale. The article states that data-driven creative hasn’t become a reality yet.

Forrester’s report argues that CMOs and agency partners should take the “human + machine” leap. Creative dissonance is the primary obstacle for agencies failing to connect data platforms to creative development processes. To meet demands of performance and differentiation, agencies must establish a partnership between machines and people.

AI should be a part of the creative team, where designers, writers and technologists are assisted with information, inspiration and automation. Lastly, agencies should predict the capabilities required for further data-driven creativity.

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