Earlier this month Marketing Magazine featured an article written by Exponentials CMO, Phil Buxton highlighting the topic “Data vs creativity: Intelligent advertising needs both”.

The article was written in response to the expletive-splashed ‘anti-data’ rant of BBH co-founder John Hegarty at Cannes 2013.

Buxton highlights his views on why we need both data and creativity: “Big data’, treated with intelligence, is absolute gold dust for a creative and the creative industry needs to be careful it doesn’t let a predilection for magic over logic cloud its judgement of assets – both people and technology – that could help it do its job better. Data versus creativity? Don’t be silly. Intelligent advertising needs both”.

To read the full article please click here:

http://marketingblogged.marketingmagazine.co.uk/2013/07/11/data-vs-creativity-intelligent-advertising-needs-both/