The question ‘Is Don Draper dead?’ was the theme of multiple sessions at the recently concluded South by South West conference – the underlying question being - now that marketers are looking towards data for answers, have the ‘creative’ members of your marketing team been killed off? We’re here to tell you – not a chance.
Data and creative are not enemies, they need to be best friends. Click to tweet.
It’s an obvious truth that marketing teams are moving/have moved towards data-driven intelligence to better inform their creative strategy. However, the two seemingly opposing roles have the same business objective in mind. If I were to attach an analogy, it’s like putting a blindfolded creative in the driver’s seat telling them to get to Point X, and then getting data in the passenger seat to guide the car to Point X in the most effective route.