Based on “Campaign Global” Sept. 19
Data is undeniably a necessary part of marketing, but it comes with a question mark or two. The tension between data and its involvement in the creative process is ongoing. With the rising importance of data, creativity needs to reaffirm its place in marketing and embrace this change. Is it even possible to create an interplay of data and creativity to facilitate a strong, lasting value for brands? And what are sustainable and ethical ways to use data creatively?
Ted Lim, chief creative officer at Dentsu APAC, answers these questions: “Data is a must-have, a hygiene factor in business today. Creativity is the differentiating factor that moves the people data has helped reach. Data informs the creative and media strategy without which we will be shooting in the dark.” He really highlights the strong dependence of both factors with the words: “Data tells us where the customer is. … Creativity is the competitive advantage that moves people and business.” Data without creativity is only one half of the story and both need to function together!
But how does this look like for brands? A few recent examples of contestants for the Creative Data Lion Award have the potential to shape the future.
The campaign was chosen not only for its marketing wiz but also for its cultural impact. The campaign reclaimed the slur that African-Americans encounter online all too often, encouraging them to travel to one or more of Africa’s 54 countries with customized content based on personal preferences for wildlife, design or specific locations.
That campaign, highlighting gender inequality in car safety, opened 40 years of Volvo crash-test research data to make all cars safer for women.
People are starting to think about the ethics of data – it’s not just how we get the data but also how we can use it in the right way.
Yasuharu Sasaki, Head of digital creative, Dentsu Inc, states: “People don’t trust brands because brands get data from users, but with a great idea, people start to trust brands again and provide their data for a better experience.” The right way of data usage leads to a win-win position for both brands and users.
Another example highlighting an excellent way of using data is Project Revoice, which uses voice technology to give people suffering from conditions such as ALS their voice back. The team developed an algorithm into which voice samples were fed to digitally clone the participants voice.
Asheen Naidu executive creative director at BWM Sydney summarized the topic perfectly when he said: “People are wary about what technology companies are doing with their stored data. To use that data, you’ve got to do it in a very transparent way… that customers feel that you’re not stalking them or selling their information. It’s how you use it ethically that’s going to become interesting.”
Do you need help to combine creativity and data in your next campaign whilst also making it ethical? Contact us today to make a change at info [at] wagawin [dot] com.