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.