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What role does data play in your creative process?

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Data is a big word that means something different to everyone. For me, it’s less about the definition of what data is and more about the stage at which different points of data can be useful. For example, when developing a brief, we use data (insights, trends, social listening, etc.) to inform our creative bets that we want to put into the world. We use data to help us decide where best to place our creative. And how best to create iterations for specific audiences. Once in market, we use the engagement data to inform how we optimize, pivot or go all in. I like to say we co-create with the audience, they just don’t know it. I don’t subscribe to the debate between data and creative. Creative is the painter. Data can be the paint. You need both.

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i love this

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