Data vs Creator

In a time where agencies are shifting budgets to data rather than creative, Jeff Goodby argues that creative is still king.

I agree. There is no doubt about the value of thorough research (in any form). It can drastically improve a campaign or product. But if there's no one to come up with that creative output, all you have is a spreadsheet. And pasting a spreadsheet on a billboard is unlikely to shift much product.

Data is great, but let's not be hasty.

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