June 4, 2020


SMW employees


The collaboration between data and creative experts requires early and clear communication. For marketers, this means exploring the separation between data and creative beyond the traditional industry. A solid strategy is often the bridge between the two disciplines, but an early future of data integration is a creative success for brands.

While #SMWONE. Gray& # 39; S Justine armor, Beth Rolfs, and Kenny Gold were connected by Twitter Tom Chirico For a discussion the challenges and proven solutions for a successful partnership between the two disciplines for insight-oriented creativity and why this balance is more than ever an essential part of meaningful engagement.

Here are the key findings and insights:

  • Bigger is not always better
  • Balanced communication and trust lead to work that has an impact on culture
  • Today more than ever, mankind needs data

Insights are bread crumbs of human behavior

"An insight is built from the observable human truth – and it reveals the why," said Rolfs. This "why" can have many different meanings depending on the context – but it is a why that provides the audience with the information that leads them to the special moments of realization of "I feel so deep inside" or "Why I don't Thought about that? this way?"

Chirco consistently provided an example of where insights really served as the cornerstone of behavior when Twitter partnered with Disney to launch the new Frozen II trailer, which resulted in a 24-hour live event where people could watch at any time could watch and tweet with other Frozen fans as well as the actors and creative directors behind the film. "In this case, data gave us these really interesting behavioral nuggets and overlaid them in conversations and in real conversation with the parents. We found that we were into something."

The underlying power of data partnership with creativity is to break category norms, reach new target groups and gain basic knowledge that is reflected in a strong cultural dialogue. This applies in this case study and also when you build creativity from buying behavior, Gold explained, referring to Grey's work with Gillette in the "We Believe" campaign.

Expose the rivalry

All panelists agreed that the conjured up image of a battlefield between magic and logic was simply incorrect and there were no winners. Both Gold and Rolfs affirmed that working together is stronger and that they are recognized to have the same dream. "As a data person, I tend to get into the numbers too. Creative people have taught me to focus on a deeper level on the audience you are presenting to."

Chirco described his merged team, which combines both data and creative functions in one report line, in a "hand in hand" model by Batman and Robin. "We optimize their ideas and research results smoothly in real time in early rounds, and there is implicit trust between the two groups in this process."

Referring to the notion of fluidity, Gold added: "Creating amazing campaigns is like a symphony … Every movement in every song is different … Our ability to understand when to move together and give space to breathe is when we are make the best music. "

Humanized data spark it

What makes data interesting? If it humanizes history. This does not always require the use of the data with the largest volume. "Bigger is not always better. The data with the largest volume is often the most obvious and therefore not the most useful," explained Rolfs. Rather, the smaller data points and conversations on the surface are more effective.

"Data helps you understand that social media is nuanced and that the creativity you build needs to be nuanced to land better once it's in the world and reaches people in the right way," added Gold. In short, data can help you choose the right channel at the right time. Against this background, balanced communication and implicit trust between the creative and the data partners must exist in order to steer this journey.

Chirco offered the analogy of data as a cement and served as a form that forms the creative instincts. Alone it just doesn't come up with the idea, but serves as a critical basis that gives shape to the campaign and keeps it whole. The armor added to this repeated role of data as inspiration, as a spark, as opposed to a mandate. When this happens, the work feels too scientific and there is no room for the spontaneity that enables the message to overcome the mess.

Developing data and creativity: Post-COVID

When reflecting on the current state of marketing and what a post-COVID world would look like in terms of the balance between data and creativity, the group agreed that data must be based on humanity more than ever.

"Data needs to have this balance between humanity and creativity so that it matches the times we're dealing with." If we just go out with the emotional feeling, you will get what you see is a lot of montages. "

Rolfs agreed that underlined marketers should look for more meaningful information on the side and face the challenge of uncovering consumer behavior. “Behavior is our richest territory. At the moment the culture feels a bit subdued, but so many interesting new behaviors are developing outside of everyone who just stays at home and connects with our family. It is bigger than the obvious message and the immediate data. "

An important finding from these points: If we look to the future, it is up to the marketers, especially the creative ones, to think outside the box in order to use data to create and not to recreate.

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