{"id":6374,"date":"2020-06-25T13:47:57","date_gmt":"2020-06-25T12:47:57","guid":{"rendered":"https:\/\/www.brainlabsdigital.com\/?p=6374"},"modified":"2025-06-20T20:30:01","modified_gmt":"2025-06-20T20:30:01","slug":"why-were-tired-of-the-data-vs-creativity-debate-they-should-never-have-been-separated-in-the-first-place","status":"publish","type":"post","link":"https:\/\/www.brainlabsdigital.com\/why-were-tired-of-the-data-vs-creativity-debate-they-should-never-have-been-separated-in-the-first-place\/","title":{"rendered":"Why we\u2019re tired of the \u201cdata vs creativity\u201d debate: they should never have been separated in the first place"},"content":{"rendered":"\n

The argument of data versus creativity has been plaguing marketing for some time now: as digital marketing nudged in on traditional agencies\u2019 turf, there was an outpour of support for the creative side of things. Thankfully, most opinion pieces are now tending to lean towards the idea that data and creativity have to work in harmony to produce good work, although some still persist in praising the \u2018human\u2019 virtues of creativity, largely ignoring the role data has to play. <\/p>\n\n\n\n

Nothing exists in a vacuum. Data and creativity are inextricably linked. Acting as if the two can be separated in today\u2019s digital world is the problem: excellent creatives require excellent data architecture. <\/p>\n\n\n\n

Data: the building blocks of any creative<\/strong><\/h2>\n\n\n\n

Let\u2019s start at the beginning. Before a campaign is even started, there should be steady communication between marketing and creative teams. Gathering information about potential customers is easy, especially on social platforms, so there is no excuse for not having some sort of picture of what your target audiences look like. Previous campaigns, lookalikes and other audience insights can also help teams inform the creative unit of who is going to be looking at their ads.<\/p>\n\n\n\n

This ability to break audiences down into different segments allows for basic targeting, but personalization<\/a> options beyond this means that highly relevant messaging is becoming the norm for consumers.<\/p>\n\n\n\n

The rise of zero party data (i.e. specific data that is given by the user) is a double-edged sword, as marketers will have much more explicit data to work with, but will have to work to even higher levels of expectation when it comes to creatives and personalisation. <\/p>\n\n\n\n

Brands will also have to be more creative with how <\/em>they ask for this information, too: a boring form just won\u2019t cut it anymore. <\/p>\n\n\n\n

However, zero party data should mean that ads become more cost-efficient to advertisers, and more desirable to the people looking at them.<\/p>\n\n\n\n

For example, if a pop-up on a retail website asks a shopper to state their shoe size, the advertiser can always ensure that when they\u2019re retargeting they show users ads for styles that are in stock or on sale in that specific size. This increases the likelihood of a sale and reduces the annoyance of clicking on an advertised item only to see your size isn\u2019t available. <\/p>\n\n\n\n

Going one step further: you could ask your customers to fill in a profile, giving them access to a discount as well as never showing them things they actively don\u2019t want to see. <\/p>\n\n\n\n

What’s the point of creating a beautiful ad if it doesn\u2019t add any value for the customer, and can’t be linked back to improved performance?<\/p>\n\n\n\n

The human element of data<\/strong><\/h2>\n\n\n\n

Those extolling the \u2018human aspects\u2019 of creativity also need to remember that marketing is \u2013 and has always been \u2013 by people, for people. The digital age hasn\u2019t changed that one bit. <\/p>\n\n\n\n

Data science helps us to advise creative teams on what elements would work well in an ad, but it is also crucial to understanding what impact the ad had. What people like, how long they looked at it, when they bought it, what they saw to encourage them to get it, whether they\u2019ll want to buy it again \u2013 it\u2019s all about human behaviour.<\/p>\n\n\n\n

Back in the 60s, a computer programme named ELIZA caused a stir with her ability to mimic human conversation. Designed to sound like a therapist, ELIZA was initially a hit, and even spawned the idea that computers could be used as affordable therapy. But people soon realised that a computer \u2013 even a very intelligent one \u2013 is no replacement for a real person.<\/p>\n\n\n\n

In the same way, the analysis of human behaviour and the corresponding data can only successfully be done by people \u2013 people trained in data analysis, but also with life experiences, emotions and empathy. Even ELIZA, programmed to sound kind and caring, was only giving the illusion of empathy. <\/p>\n\n\n\n

And who\u2019s devising, making and continuously optimising the clever tools that do that work? You guessed it \u2013 humans. If that\u2019s not creative, I don\u2019t know what is. Our computers and tools are almost unimaginably clever, but that doesn\u2019t make up for the fact they are not like us. <\/p>\n\n\n\n

To call creativity the \u2018human element\u2019 is reductive: data, and therefore modern marketing, is intrinsically human. <\/p>\n\n\n\n

Data and creativity in action<\/strong><\/h2>\n\n\n\n

Sometimes, it seems that the point of ads has been forgotten: winning awards is great, but at the end of the day what we want is conversions. <\/p>\n\n\n\n

Let\u2019s take a look at some ads by a brand that has been hitting the marketing headlines for their creatives recently. Burger King\u2019s Christmas 2019 bit, \u2018A Whopper of a Secret\u2019<\/a> poked fun at McDonald\u2019s in a way only the underdog could do. Continuing the attacks on their arch nemesis, the recent \u2018Mouldy Whopper<\/a>\u2019 venture divided audiences with its explicit (read: gross) visuals. <\/p>\n\n\n\n

But what have these ads actually achieved \u2013 has this gotten them any closer to toppling McDonald\u2019s from their parapet, or are they just \u2018ads for ad people, by ad people?<\/a>\u2019<\/p>\n\n\n\n

Let\u2019s have a look at another one: their 2019 \u2018Traffic Jam Whopper<\/a>\u2019 ad. <\/p>\n\n\n\n

There is data all over <\/em>this. It\u2019s covered in stats, information which likely helped the creative teams decide where to set the spot initially. <\/p>\n\n\n\n

Real-time data, the ad says, allowed them to \u2018detect potential buyers\u2019, \u2018offer Whoppers\u2019 and then \u2018deliver on the move\u2019. Simply branded billboards displayed how exactly long drivers would be stuck in traffic for, and urged them to satiate themselves with a Burger King delivery \u2013 some even called out specific drivers to alert them to their burger\u2019s ETA. <\/p>\n\n\n\n

The ad shows real-time tweets, it displays the app interface, and it tackles the obvious issue of texting while driving by showing how the food can be ordered by voice command. <\/p>\n\n\n\n

It\u2019s fun, it\u2019s innovative, and it looks great. And the results are right there in the video. A 63% increase in delivery orders was accompanied by a 44% increase in daily download rate, making Burger King\u2019s the number one fast food app in Mexico. Thanks to the stunt, they\u2019ll be repeating it in LA<\/a>, S\u00e3o Paulo and Shanghai. It is a shining example of how data can lead to a brilliant and effective creative.<\/p>\n\n\n\n

That\u2019s my point exactly: it\u2019s not about chopping it all up and saying \u2018look at some data at the beginning, be creative in the middle, check your results at the end\u2019. Data and creativity need to work together every step of the way. Otherwise, what\u2019s the point?<\/p>\n","protected":false},"excerpt":{"rendered":"

The argument of data versus creativity has been plaguing marketing for some time now: as digital marketing nudged in on traditional agencies\u2019 turf, there was an outpour of support for the creative side of things. 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