Q&A with Sarah Watson

Do you think data should drive creative (meaning creatives should use data to come up with campaigns) or data should support creative (meaning strategists should find data that supports the ideas)?

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Former. You can always manipulate data to tell your story, but that doesn’t mean that it’s the right story.

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likesmart
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i feel bad for the creatives that resist data. hope they plan on retiring in 5 years. otherwise they’re gonna have a bad time.

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this post makes me happy. and the first one. the second one is just doing what you want and looking for ways to justify it. data leads to insights, insights lead to creative.

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Would just like to note that almost everyone who has replied thus far, voting for data-driven creative, is not a creative. And I pity the ads, cws and cds that work with you.

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Data. Drives. Creative

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The senior copywriter's math is correct

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I think all campaigns should come from an insight. Yes, additional data could be found to support an idea but the idea shouldn't come out of nowhere.

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Data should drive creative; if it's insights - it can help shape ideas and the way you talk to your audience. If it's real time data - it can be literally updating your creative on the go. So yeah, it's always the former.

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Anyone who doesn't look at data when creating their work is doing themselves a disservice. However it shouldn't direct what you do, it should only lead to insights.

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Data SHOULD drive creative, because data should ALSO be creative. Think about it; your data, the insights you gain from it, and the brief you write based on it, are all compromised. Data isn’t science just because its adherents call themselves “data scientists”. Data is a bit like quantum matter; it changes depending on who’s looking at it. If you can back up a genius creative idea with data, you should. That is the kind of work that will keep us competitive with AI, not the base, obvious work that comes from using base, obvious data.

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It’s science

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Advertising isn’t science. A good idea still wins the hearts of clients. If everyone did data driven creative we’d all have the same campaign ideas. Just my opinion :)

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Analytics Director 1 - agreed but don’t take it so literally. Yes, data should drive creative, but good creative will tell that story in a completely unique and inspirational way.

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Former. Let data be part of an always-on view of key clients & categories so it informs general thinking & isn't dragged out at the last second as a crutch

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