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Some people believe that advertising creativity and science are like oil and water. It’s understandable – after all, if creativity is a scientific process, then one would have to believe that equations instead of people would formulate every song, every work of art, and every photograph.

As big data becomes a more significant part of the conversation around advertising, many in the industry have voiced concern that it will come at the sacrifice of amazing creative. But what we’re all learning is that data can unlock the full potential of creative.

In the past, data in advertising has been used mostly in hindsight. Marketers have looked back at campaigns to see what happened, what worked, and what didn’t. And when they determined what the key takeaways were for a particular campaign, they started the process all over again with a new campaign.

The process worked because it was simply the way the data worked then. But today, we have access to data that has the power to transform advertising creativity, rather than just access it.

There are specific ways in which science can inform advertising creativity to transform it into something powerful and compelling:

Identify the most fruitful creative territories…read more