Posts Categorized: marketing

Does the launch of Lions Innovation at Cannes signify that creative and data are finally being accepted as natural bedfellows?

WEB_Cannes_Manjiry_TamhaneFor a long time, data and creativity have been seen as opposing forces; with logic and magic competing head-to-head as foes in the development of marketing campaigns.

Creatives continue to aspire to design beautiful, exciting campaigns, but are limited by business decision makers reluctant to splash cash with little reassurance on the expected return. On the other hand, data experts can more thoroughly forecast returns, but struggle to develop content that resonates with consumers.

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