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Written by Glenda Wynyard
In the fast-paced world that is the advertising industry, striking the right balance between data and creativity is crucial. In our game, the most brilliant creative ideas are usually based on an equally brilliant insight that resonates with and engages audiences. How does one get such an insight? Data, observation, and sometimes, a little bit of intuition.
When the balance between data driven insight and intuition-led ideation is managed correctly, campaigns can yield exceptional results.
But what do we need to know about this “sweet spot” between data and creativity?
Fact #1: Better Creative Fuels Long-Term Value
The Ehrenberg-Bass Institute's priorities for long term effective advertising emphasize the importance of creativity. Distinctiveness, engagement, emotion, and longevity are key elements of effective creative campaigns.
Naturally, with budgets constantly under the microscope, marketers are always trying to prove the value of their campaigns internally and as a part of this, immediate ROAS becomes a sign of a job well done. Focusing too heavily on the lower funnel, sales messaging reduces investment in creative brand building which we know is a must have for increasing memorability, salience, and future earning potential for clients.
Fact #2: Creative Measurement Tools Are Here To Be Utilised
Some measurement is marvellous! Creative measurement platforms are continually evolving to enhance and inform the relationship between media and creative (in both traditional and digital environments). However, due to campaign budget and timeline restraints, these tools are often overlooked.
Tools like JC Decaux's "Optix" for example, allow us to measure creative effectiveness on OOH by producing heatmaps that identify the most eye-catching elements. Measurement tools like these should be utilised more frequently - they can facilitate refinement until success.
Fact #3: Integration Can Be An Efficiency Superpower In the quest for success, many businesses and organisations seek an integrated approach that combines the power of data and creativity. Why? Because this holistic approach offers numerous benefits, allowing for collaboration between the two realms.
This integrated approach allows for a seamless flow of ideas, with data informing creative decisions and creative thinking unlocking new possibilities for data exploration. It promotes cross-functional and cross-department collaboration and fosters a culture of shared knowledge and expertise. By breaking down these traditional silos and encouraging collaboration between data analysts and creatives, it enhances the collective intelligence and boosts comprehensive and effective solutions.
Finding this balance between data and creative doesn’t just mean idea versus evidence. It means supporting and interrogating the idea with collective brainpower.
Fact #4: Data Alone Can't Tell the Whole Story
William Bernbach once suggested that campaigns based solely on numbers often fail to stand out. He noted, "One of the disadvantages of doing everything mathematically, by research, is that after a while, everybody does it the same way." As data capabilities, AI, and tools like ChatGPT begin to impact creative processes, we run the risk of losing originality. We must ensure that data and creativity work hand in hand to spark innovation and captivate audiences.
If AI could emulate human emotion, ChatGPT would be doing our jobs by now. The good news is, it can’t (yet), so we’re safe (for now).
We must remember that we work in the business of communicating with human beings. The nuance of our experiences, feelings, and thoughts can't be distilled into numbers on a chart.
Fact #5: Sometimes It Pays To Trust Your Gut
Sometimes trusting your gut is necessary. When we measure everything within an inch of its life, we can sacrifice intrinsic human connection, resulting in overly stat-driven, dry, and almost robotic campaigns. Sometimes, there is such a thing as too much data.
Some of the most successful creative campaigns have had their fair share of complaints and mountains of bad press, but the results have proven that the risk was worth it for their target audience. If these same campaigns were focus-grouped into oblivion, it is unlikely that they would've seen the light of day.
So, when it comes to utilising data and creativity in campaigns, let’s keep our humanity at the forefront while embracing the opportunities that data-driven insights provide. Creative isn’t the be-all and end-all, but it’s certainly the Yin to data's Yang.
This article is part of a series following the topics covered on our podcast, Pending Approval.
Glenda Wynyard is the Managing Director of The Media Precinct and host of the Pending Approval podcast. She draws on her wealth of experience in advertising to bring you key ideas from the topics covered in the show.
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