Tag: data-driven


The dawn of data – how Brexit will disrupt the marketing mix

We marketers are easily spooked. We saw this when the recession hit – both brands and agencies alike soon started prioritising tried-and-tested concepts over bold or provocative ideas. I can understand why; mitigating risk makes sound business sense. However, it can also accelerate a downward spiral. Replaying proven ideas leads to mediocre work, which in ...

Shining a light on the dark art of creativity

Agencies are under intense scrutiny from clients eager to put a price on all marcomms activity. As transparency and measurement become increasingly important, what role will the dark art of creativity play in future of the advertising?