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Data and creativity have shaped high-performance advertising and Cannes Lions 2023 proves it.
Before the creative contest that cannes lions represents we will be witnessing an industry that, according to Leo Burnett, has consolidated impactful creative campaigns.
The value of data stems from its interpretation and the way it performs in the market.
Alfredo Alquicira, Chief Creative Officer (CCO) and John Monroy, CEO (Chief Executive Officer) of Leo Burnett Mexicotalk in this interview about role of data in creativity and how this link has swelled advertising as an industry.
The natural caveat of these executives is that data storytelling is more prevalent than ever in the ability of data to prevail over a consumer who connects with brands through increasingly sophisticated pieces of data management that leads just.
Merca2.0 – How does data enrich creativity and vice versa?
AA – From my point of view as a creative leader; Data allows us to detect patterns and trends in human behavior that are not obvious to the naked eye. These findings allow us to create the campaigns.
Subsequently, Big Data allows us to optimize strategies through sentiment analysis and performance metrics.
In Leo Burnett we are part of Publicis Groupethe largest media group in Mexico and one of the largest communication groups globally, with access to data and technology tools that no one else has, that puts us in a privileged position and provides us with a strategic advantage to detect insights that connect with audiences.
JM – Previously it seemed that data and creativity were at odds. Data was perceived as cold, rational and boring, while creativity was perceived as emotional, unpredictable, inspired and instinctive. The reality is that this perception has changed a lot in recent years and creative agencies have begun to see data and creativity as part of a virtuous circle in which data feeds, inspires, validates and even optimizes creativity, and Good creativity gets people to interact with brands by making us measure and understand what works and why, to the point of giving us their own data.
Merca2.0 – At some point in the marketing strategy, can one be conceived without the other?
AA – Data has always been part of advertising work, what has changed are the tools that allow us to understand huge audiences with greater precision; we now have robust sources of quantitative data, updated in near real time. However, being close to the consumer is still very important in order to understand it qualitatively as well.
JM – The reality is that today more than ever data and creativity are inextricably linked. Each step of the marketing strategy from the conception of a product, the understanding of a target group, the discovery of a differential positioning; And of course, your creative campaign is leveraged and validated from the data, either quantitatively or qualitatively. And at the same time when that product and that campaign are outside, in the real world, they produce various types of data; data that helps us learn and improve all aspects of the product or creativity.
Merca2.0 – What is the biggest challenge you face when developing campaigns based on the balance between data and creativity?
AA The value of the data is fundamental, but the competition may also have access to some similar data, so we must continue to complement the findings with intuition, experience, originality and creativity. Talent remains a key component of the industry.
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